Customers as assets

Seller-centric firms often describe their customers as if they 'owned' their customers in some way. But what happens if we put the boot on the other foot, to see sellers as customer assets, asks Scott MacStravic

Customers as objects

Seller-centric marketing treats consumers as objects, argues Scott MacStravic. In contrast, buyer-centric services build partnerships with their customers.

Is marketing dead?

No. It is not, argues Scott MacStravic. But instead of looking for 'better' marketing, we need to focus on making markets work better.

Learning from Ford

The last really big tipping point in wealth creation came with the invention of mass production. But achieving 'lift-off' was much harder than seems in retrospect. As Alan Mitchell notes, to succeed, Henry Ford had to struggle on many fronts - how to apply new technology, generate cash flows, dseal with investors who simply didn't 'get it'. Today's BC entrepreneurs could take a leaf out of his book.

Overcoming consumer handicaps

Limited market power, limited information, limited self-awareness. The obstacles facing individuals wishing to get more value from commercial and service relationships are high, notes Scott MacStravic. How to overcome these handicaps?

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