Abstract:

This paper argues that regardless of the changes brought about by technology and globalisation the fundamental rules of marketing remain the same. Thus a return to the basics of marketing is proposed. Today customers are not placed at the centre of organisations at the core of strategies. The first basic principal those in marketing must return to is placing customers at the very heart of our companies and entities. The rest of the basic principles follow the classic marketing strategy process which is: getting to know customers designing the product or service to meet customer needs communicating the product and controlling the results.