The customer, by the nature of things, does not need to have specific knowledge in the field in which the company does its business. However, even if there is no previous experience with the organization and its products, a successful holistic marketing approach allows the customer, from the very first moment when entering the point of sale of the requested business entity, to look at TV commercials and/or search for the corporate Facebook page and recognize the professional aspects and value criteria of the company.
It is, therefore, extremely important that an organization consisting of a number of more or less autonomous business units—such as marketing and sales, corporate and general affairs, human resources, finance, and the sector of strategy and development, for example—comes to a qualitatively higher level of...
