... are missing either of these, then you’re, no doubt, introuble. The brand is at the top of the hierarchy because that’s what66 ENTERPRISE MARKETING MANAGEMENT answer the questions of how a customer ... to eitherTAKE OWNERSHIP OF THE BRAND EXPERIENCE 69noted that GE is in the service business. Even in the case of GE’s jetengine production, the majority of the profit from the sale of theseengines ... companies fumble the ball. Flush with the success of the sale,they lose sight of the fact that their job is not done just because the customer has signed on the dotted line. Aside from the obviousshortsightedness...