Back in 1960, Theodore Levitt (1960) formulated the decisive notion that companies wishing to achieve continuous growth must look at the markets from the customer perspective given that—in dynamic environments—no state of affairs can be taken for granted and the customer is king. He cited the relevance of the railroads in the U.S. as an example: their relevance was declining because the firms involved saw themselves not as transportation companies but as railroad companies. Their marketing focused on “railroad” as a product rather than on “transportation” as a customer need. This caused them to lose their initial advantage, and the burgeoning demand was covered by cars, trucks, and airplanes.


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    Titel :

    Conclusion: Marketing and Railroad Companies


    Weitere Titelangaben:

    Quintessence Ser.


    Beteiligte:
    Bickhoff, Nils (Autor:in) / Hollensen, Svend (Autor:in) / Opresnik, Marc (Autor:in)


    Erscheinungsdatum :

    26.03.2014


    Format / Umfang :

    1 pages





    Medientyp :

    Aufsatz/Kapitel (Buch)


    Format :

    Elektronische Ressource


    Sprache :

    Englisch