Most of today’s business managers agree that customers are important, but to what extent do they actually "think customer" and put that practice into action in their long-term planning strategies?

There are several key steps businesses can follow towards creating a marketing culture within their organisation.

Establishing the extent to which an organisation has the basis for building a marketing culture

How an organisation defines what business it is in is one of the most fundamental ways the extent to which the management of an organisation is "thinking customer" can be assessed.

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