Customer ownership: business planning through customers

Franz-Josef Rensmann

Describes how customer relationship marketing (CRM) will create new organisational structures, and radically change business planning.

Customer Ownership: Business Planning Through Customers 

FranzJosef Rensmann Oglivy One

The traditional business model, as it is generally understood, holds that a company must focus on producing a product or a range of products and services, and on selling as many as possible of these products to a target group or market segment. Due to the high competition in most markets, a company is compelled to produce high quantities of the same product for a lower price (mass production).

Consequently, marketing has to focus on gaining market share, and marketers must plumb markets to find as many customers as...

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