Although much has been written about customer-centered companies and although many have tried to create them, even today few organizations have broken through to become truly customer-centered.

Marketing is not just about research and decisions, but also, more importantly, making things happen. There is the framework for managers whose companies wish to pursue the route to world class status. The responsibility for a world class strategy usually rests with the chief executive and senior management.

One of the big things about effective marketing is to assess customers’ needs , and it is the basis of any business operation. The approaches detailed here, based on Leithon consulting practices, focuses on how to identify your customers’ needs, but does not extend to suggesting ways of meeting those needs.