In the Winter 2004/5 edition of Market Leader, IPA Director General Hamish Pringle and writer Peter Fisk asserted that marketing needed a new way to talk to key non-marketing audiences and proposes a new presentation concept called 'customer capital'.
Said Pringle: "We believe that marketing needs to learn a different language if it is to rehabilitate itself in the eyes of business leaders and investors, and escape from the marginalized position in which it finds itself. In practical terms we need a language stripped of its marketing jargon and brought back to common sense essentials, which can be understood by anyone. We are firmly of the belief that our new presentation concept of 'customer capital' can be used to build a bridge between the inputs of business strategy, market opportunities, customers and competitors to the outputs of revenue growth, profitability and shareholder wealth."
Market Leader articlePresentation by Peter FiskMarket Metrics studyCustomer Capital Roundtable Summary