As you already know, every business or organisation exists to satisfy certain needs, solve specific problems and meet customer demand. Without customers for the products and/or services your company offers, you have no business in business.

Unlike in the past, where the product and brand are at the centre of the company, Rethinking Marketing [1] is all about customer-centricity. It explains why the right culture, incentives and customer-centric strategy must be created and driven from the top to be successfully implemented.