Abstract
Fundamentally, people don’t buy what you sell; they buy what you stand for.
Martin Butler now writes and speaks an Global Retailing but has enjoyed a distinguished career in advertising and marketing and has worked in top international agencies including the Grey and Saatchi & Saatchi networks. In the 1980s, he became one of London’s youngest advertising agency owners by launching his own company, which he then built into one of the largest privately owned advertising and marketing groups in the UK.
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Notes
M. Butler (2005) People Don’t Buy What You Sell, They Buy What You Stand For, Management Books 2000 Ltd, Oxford. www.mb2000.com.
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© 2015 Martin Butler
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Butler, M. (2015). Winning the War for the Modern Customer. In: Retail Banking. Palgrave Macmillan Studies in Banking and Financial Institutions. Palgrave Macmillan, London. https://doi.org/10.1057/9781137392558_4
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DOI: https://doi.org/10.1057/9781137392558_4
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-67880-8
Online ISBN: 978-1-137-39255-8
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