Challenge to put customer first

Wednesday 25th February 2009, 3:00PM GMT.

PEOPLE working in marketing have been failing their customers for the past 20 years, but will now have to change their ways in order to beat the recession.

That was the message being given by author and academic Dr Paul Fifield at a special marketing masterclass in the Island last week.

Dr Fifield addressed around 100 Islanders, mostly members of the Institute of Marketing, gathered at the Grand Hotel. The event, called Marketing Strategy – Through and Beyond a Recession, was organised by the Jersey branch of the Chartered Institute of Marketing

Speaking to the JEP after the event, Dr Fifield said: ‘What I gave them was a bit of a hard time – everybody needs challenging. I feel quite strongly that marketing really is about putting the customer first.’

• Picture: Dr Fifield told his audience that he believed they will have to change their ways if they are to beat the recession

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