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.
Conclusion: Marketing and Railroad Companies
Quintessence Ser.
2014-03-26
1 pages
Article/Chapter (Book)
Electronic Resource
English
Indictment of railroad companies for nuisance
Engineering Index Backfile | 1898
Intermodal Marketing Companies
Online Contents | 1997
Operating results of five great railroad companies in 1930
Engineering Index Backfile | 1931
The impact of reliability on the productivity of railroad companies
Online Contents | 2013
|