THE CHAIN OF SATISFACTION
Traditional marketing approaches tend to concentrate on the “consumer”. Beakbane advocates an approach that takes into consideration the chain of individuals that are necessary that enable the transaction. This starts with the leadership of the organization, through the sales department, to the purchaser and on to the ultimate users. Understanding this “chain of satisfaction” enables one to concentrate resources on the links that are constraining sales, which helps deliver a positive return on the marketing investment.
- By understanding the "chain of satisfaction" investments in marketing programs can be optimized to maximize the return on investment.