ABSTRACT
In this chapter we start by defining what marketing excellence means and what it consists of. For our purposes, the key elements of marketing are (1) customer focus, (2) products and services, and (3) sales and distribution. Each of these can then be further broken down into more fine-grained dimensions. For example, customers can be defined in terms of particular customer segments depending on demographics or value focus. In each case once the three key marketing driver elements have been defined by the company, clear objectives and numbers are then added in order to provide information that feeds into the overall planning process. Box 5.1 MARKETING DRIVER
Customers
Products and services
Sales and distribution
