Peter Thomson thinks so with this thought provoking slide set looking at the importance of delivery above all else. Some areas of potential disagreement but the tenants are sound. Happy customers often become repeat customers. Take charge of ensuring you can get your product into their hand when they need it (the Coke approach).
It all looks great for consumer marketers, but what about b2b where the procurement process is more involved, more considered and more decentralised, influenced by many different individuals with different needs?