Doing it to, or for your customers?

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Figures by Blythe & Megicks

When marketing is a function of your business (figure at left) communication is unidirectional and in effect you are doing things to the customer in exchange for money.

When customers are at the centre of everything that your business does (figure on the right) with marketing acting as the mediating function between customers and other functions, the communication is two-way, and you are doing things for the customer in exchange for money.

Ceteris paribus, which of the two models is likely to generate more profits in your firm?

Herman Alvaranga educates marketing and sales people.

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