3.5. Question 2: WHO IS OUR CUSTOMER?
Philip Kotler
Peter Drucker told us over forty years ago, "The purpose of a company is to create a customer.... The only profit center is the customer." Jack Welch, former CEO of General Electric, drove the same point home to his employees: "Nobody can guarantee your job. Only customers can guarantee your job."
In the Internet age, when customers have so much more information and are daily exchanging opinions with each other, companies are finally waking up to the idea that they have a new boss: the customer. A perceptive Ford executive at one time said, "If we're not customer driven, our cars won't be either." Apparently the Ford company didn't listen to this executive.
If Peter Drucker were here today, ...
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