Co-creation. Balance. Differentiation. Continuous improvement. Add value.   CUSTOMER-CENTRIC MARKETING To be ethical, marketing must be customer-centric. For a business to be ethical, the marketing must be customer-centric. There are few things more unethical than trying to convince a human being they should buy something they neither need nor want.   To maximise profitability and […]

  Co-creation. Balance. Differentiation. Continuous improvement. Add value.   CUSTOMER-CENTRIC MARKETING To be ethical, marketing must be customer-centric. For a business to be ethical, the marketing must be customer-centric. There are few things more unethical than trying to convince a human being they should buy something they neither need nor want.   To maximise profitability and performance more generally, business and marketing, in particular, need to be customer-centric. Customer-centric marketing is the key to maximising sales, margins, the average sale per customer, repeat business rates and referral rates. Alas, few businesses – with some notable exceptions – are as customer-centric as management might suggest. This series provides insights into how marketing can be truly customer-centric.  PRODUCT DEVELOPMENT Scott Galloway, Professor of marketing at New York University, once asked an audience what Facebook, Amazon, Apple, Netflix, and Google (the famous FAANG) have in common. Answering his own question, Galloway said – “a…