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The Customer Century: Lessons from World Class Companies in Integrated Marketing and Communications.(Brief Article)
Anders Gronstedt
The Customer Century: Lessons from World Class Companies in Integrated Marketing and Communications New York: Routlege, 256 pp., $29.95 cloth, 2000.
The customer public has often been left to the marketing function of most organizations. But as David Packard, cofounder of Hewlett-Packard, has written, "Marketing is far too important to leave to the marketing department," (p. 48) and in this book Anders Gronstedt explains why and tells how public relations and marketing should be integrated in the total communication mix.
Although it would seem that customers should be the ultimate public--and the only real reason for dealing with …
