Relationship Marketing

Chapter1

Creating value for the customer

INTRODUCTION

The widespread adoption of the marketing concept by organisations is a relatively recent event. With one or two exceptions marketing literature is barely fifty years old. But during those fifty years the way we think about marketing and the way it is practised has changed significantly. Marketing has progressed from a simplistic focus on ‘giving the customers what they want’ to a pan-company orientation in which the specific capabilities of the business are focused around creating and delivering customer value to targeted market segments.

Philip Kotler, who has probably done more than ...