Customer or profit focus: an alternative perspective

This paper discusses the widening gulf between theory and practice and examines why theoretical marketing can be deemed to be of little use to many practitioners. In order to do this one of marketing’s core tenets, the customer focused marketing mix, is analysed and found to be in need of critical reappraisal. A dogmatic approach to customer orientation has produced several dichotomies of focus and perspective between theory and practice which may threaten the philiosophy’s continuing usefulness. These dichotomies are illustrated and analysed according to their primary focus: customer or profit. In an attempt to resolve these conflicts between theory and practice a modification is proposed for the customer focused marketing mix.