Organizations certainly recognize the exemplary efforts taken by the employees who contribute to enhancement of company's overall performance. Employees who do interactive marketing for the organization with customers for increasing the market share, deserve to be recognized. Based on the performance, the organizations motivate the deserving employees through monetary rewards like: increase in pay packet, one time monetary award, granting extra incentive etc. Further, organizations also may motivate through non monetary rewards like: job enrichment, job extension, fixing higher responsibility etc. Organizations may sometime promote, out of turn, the very deserving employees. Organizations are required to decide the best form of employee motivation depending on the prevailing organization culture in the organization.

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I completely agree with Prof. Shafig that the marketer wants to attract customers, retain, and delighting them.