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Letting horse sense loose on marketing

Article Information:

Title:

Letting horse sense loose on marketing

Author(s):

Martin van Mesdag

Journal:

Marketing Intelligence & Planning

Year:

1995

Volume:

13

Issue:

7

Page:

4 - 6


ISSN:

0263-4503


DOI:

10.1108/02634509510093779

Publisher:

MCB UP Ltd

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Abstract:

Issues a plea for the exercise and application of horse sense in place of the increasingly sophisticated tools of modern marketers to repair some of the damage done by suppliers who have been economizing on their concern for their customers' interests. Uses a wide variety of examples (products, services, brands) to illustrate how all elements of the marketing mix could benefit from a dose of equine sense and sensibility.

Keywords:

Consumerism, Customer service, Marketing mix


Article Type:

General review


Article URL:

http://www.emeraldinsight.com/10.1108/02634509510093779

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