ABSTRACT
https://s3-euw1-ap-pe-df-pch-content-public-p.s3.eu-west-1.amazonaws.com/9780080501277/46f3fe21-8f6e-484c-9030-9772da6c3280/content/figu198_1_B.tif" xmlns:xlink="https://www.w3.org/1999/xlink"/> A search through the literature on marketing excellence reveals a fascinating array of findings and advice. None the less, from the more iconoclastic, such as Tom Peters, to the more sober and serious, such as Philip Kotler and John Saunders, there is a remarkable commonality and agreement about what constitutes marketing excellence. These common elements are shown in Table 8.7.
