1) The document discusses the need for marketing to shift from a product-driven model to a customer-driven model focused on long-term customer relationships and lifetime value. 2) It outlines metrics that should shift from short-term sales and profitability to long-term customer metrics like customer lifetime value, customer equity, and customer equity share. 3) The document argues that companies must reinvent themselves to be truly customer-centric by changing organizational culture, metrics, functions, and how they view customers in order to build long-term competitive advantage.

1. MARKETING REDEFINED ……………… .

2. CONTENTS WHERE are we today? WHY – need for change The TRANSITION The New Transition METRICS Shifting PARADIGM REINVENTION

5. The TRANSITION Product Driven Customer Driven

6. The New METRICS CURRENT SALES BRAND EQUITY MARKET SHARE CUSTOMER LIFETIME VALUE CUSTOMER EQUITY CUSTOMER EQUITY SHARE PRODUCT PROFITABILITY CUSTOMER PROFITABILITY