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- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0025-1747
- DOI
- 10.1108/00251749210013032
- Publisher site
- See Article on Publisher Site
Abstract
Discusses the theory of front and backseat driving relative tocustomerdriven enterprise in marketing. With deregulation andprivatization picking up speed in service industries, customer serviceroles are vitally important. Shows that marketing must embrace newtechnologies alongside customer choice and marketing ideology withintelligence. Also posits requisite planning as a positive approach asinvolving customers in learning how to drive themselves. Describes theauthors early involvement in requisite planning at Bowater Packaging inwhich transformed production technology and localized competition wereinvolved along with corporate renewal. Describes the theory behindCUSTOMDRIVE 5 and includes a model with six steps. Concludes that, ifCUSTOMDRIVE 5 is understood and implemented, then marketingprofessionals will soon take on board the relevant message.
Journal
Management Decision – Emerald Publishing
Published: Mar 1, 1992