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The Curse of Customer Orientation: A Retrospective Critique

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Abstract:

For more than forty years, marketers have worshipped at the feet of customers. While such a strategy may have worked in a world when customer-orientation was a comparative rarity, it is ineffective when every organisation is customer-centric, or claims to be. This article argues that marketers should stop chasing after customers and get customers to chase them instead. They should embrace the retromarketing concept by returning to the good old bad old days when marketers made life deliciously difficult for their customers and snake oil was the beverage of choice.

Keywords: CUSTOMER ORIENTATION; MARKETEASE; MARKETING CONCEPT; RETROMARKETING; REVOLUTION

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/147539202323071281

Publication date: January 1, 2002

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