Customer Capital: a good idea but still not the answer

Tim Ambler applauds Customer Capital as a valuable new addition to the marketing vocabulary, but questions whether it gets to the heart of the problem.

Customer Capital: A Good Idea But Still Not The Answer

Tim Ambler London Business School

In the last issue of Market Leader, Hamish Pringle and Peter Fisk proposed a new language for marketing based on the notion that customers should be seen as part...