The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

Customer Centrality

Customer centrality

Customer centrality is the view that the customer's needs, wants and predispositions must be the starting-point for all decision-making within the organisation.

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 ...

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