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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    Title :

    Conclusion: Marketing and Railroad Companies


    Additional title:

    Quintessence Ser.


    Contributors:


    Publication date :

    2014-03-26


    Size :

    1 pages





    Type of media :

    Article/Chapter (Book)


    Type of material :

    Electronic Resource


    Language :

    English