In Customer-Centered Production, Dr. Greg D’Amico advises companies to base marketing initiatives on what “appeals to, interests, or attracts” the customer

“Successful marketing is not company-centered, it is customer-centered. The marketing message shouldn’t be about the company, but about what resonates with—appeals to, interests, attracts—the customer," says Dr. Gregory D'Amico, author of the new NAPL book, Customer-Centered Marketing. “It is not about what the company can do, but about the positive effect the company's services can have on the customer.

Using a balanced mix of practical applications and field-tested theories, D’Amico’s Customer-Centered Marketing gives marketing managers a detailed roadmap—complete with specific action steps—for creating a marketing program that will develop new business, retain existing customers, and strengthen their company’s market position.

The 168-page paperback book is the latest volume from NAPL, the association for the business of print, on best management practices for today’s graphic communications industry. Its author, Coordinator of the Undergraduate Graphic Communications Program at Kean University, Union, N.J., draws on his own experience as an industry consultant and educator and incorporates ideas from noted management theorists to show how companies can build a successful marketing initiative focused on understanding their customers’ goals.

“Most marketers tend to concentrate their marketing messages on themselves, explaining who they are, what they do, and why they do it better than anyone else. Although it is important to let prospects know these things, they should not be at the heart of a company's marketing efforts—to be truly effective, marketing must not be inward looking, it must look outward to the intended target,” notes D’Amico.