Marketing - what management is about

Your future is out there

It may seem ironic to speak about profits and growth at a moment when most are thinking in terms of survival, or containment, in a weak global economy. However, this is precisely the time to worry about profits and the future. During good times, money is made simply by participating within industry, but during weak economic times wheat is sorted from chaff. It is at this time that the true character and standing of the enterprise is exposed.

The message here is simple. Customers are scarce. Without them business ceases to exist. They are the foundation of the business. Therefore both acquiring and especially keeping customers, is critical. Whether the purpose of an enterprise is to create shareholder wealth or to serve the customer is purely academic. The two objectives are inseparable since profit, and therefore wealth, is only possible if the customer gives his custom to the enterprise.

Allow us therefore to make two comments:
• Cust...