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Today, creative, customer-centric and competitively dominant marketing strategies are vital to business success. Developing goods and services that serve the consumer is paramount. Organisations should adopt an effective marketing strategy that can profitably create and sustain customer value. Marketing should evaluate marketplace potential and risk from the perspective of their firm's unique ability to develop and deliver products and services of meaningful customer value. Marketing as the art and science of creating customer value and marketplace exchanges should leverage the principles that guide the process of interacting with colleagues, customers, competitors, collaborators and the environment to satisfy customers' needs.