ABSTRACT
Before you start complaining, no this is not just a re-work of the ‘ product ’ section of the marketing mix, that comes later (very briefly in Chapter 13).
SCORPIO – Marketing strategy
The customer
Given that ‘ Offer ’ and ‘ Product ’ aren’t the same word, maybe there is more going on here than it might seem – indeed there is, we are going to look at the whole ‘ system ’ of thinking, planning and implementation that attempts to meet the customer’s need to get a job done . That includes a lot more than just producing products and services – and hoping.
