Rethinking Marketing

Along with his co-authors - Roland Rust and Christine Moormon - Bhalla insists that companies must shift their mindsets from a product-centered focus to building long-term relationships with customers.

Says Bhalla:

"The traditional marketing department must be reconfigured as a customer department that puts building customer relationships ahead of pushing specific products. To this end, product managers and customer-focused departments report to a Chief Customer Officer instead of a CMO, and support the strategies of customer or segment managers."

You can sign up for Bhalla's Customer-Driven Innovation Newsletter and download "Rethinking Marketing" here >>

You can read the interview we did with Bhalla here >>