3.1. ELEMENTS OF CUSTOMER-DRIVEN ORGANIZATIONS
The proper place of the customer in the organization's hierarchy is illustrated in Figure 3.1.
Note that this perspective is precisely the opposite of the traditional view of the organization. The difficulties involved in making such a radical change should not be underestimated.
Figure 3.1. The "correct" view of the company organization chart.
From Marketing Management: Analysis, Planning, Implementation, and Control, Figure 1–7, p. 21, by Philip Kotler, copyright © 1991 by Prentice-Hall, Inc. Reprinted by permission.
3.1.1. Becoming a customer- and market-driven enterprise
Edosomwan (1993) defines ...
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