In today’s marketplace, people with different needs and wants, preferences, and buying criteria, the marketers must design and deliver offerings for well-defined target markets. Instead of emphasizing making and selling, companies now see themselves as part of a value delivery process. Most businesses are focused on delivering customer value at a profit. A company can win only by fine-tuning the value delivery process and choosing, providing, and communicating superior value to increasingly well-informed buyers. This realization inspired a new view of business processes that places marketing at the beginning of planning.