Moreover, Phillips has highlighted the prime areas for customer orientation in today’s business environment. He asserts that the marketing process basically involves understanding and segmenting the market, establishing a market position, analysing customer needs and preferences, producing a marketing plan and evaluating inputs with outputs. In the early period of the internet the most visible aspect of this process was brand building. This took the form of marketing promotion via advertising communications, public relations, information dissemination and customer ‘awakening’. Unfortunately, it has become evident that true customer orientation requires a much deeper organisational starting point. Organisations need to coordinate business processes around the customer and to develop systematic ways of adopting, monitoring and improving online customer relationship building
and purchasing behaviour.
argued that too many businesses are afflicted with marketing
myopia and that one needs to view the world through the eyes of
the customer.