The idea that the customer should be at the centre of everything we do as marketers is the driving force behind all marketing planning. In any question of marketing, one should always begin with the customer or consumer: in many cases, the customer and the consumer are the same person, but not always. True customer centrality means that the firm should be seeking to create value for customers: this is not done from a sense of altruism, but rather from the viewpoint that, unless we create value for customers, they will not offer value (i.e. money) in return. The concept has ...