Many companies are shifting focus from creating a sale to creating a lifetime customer.
Consumers are a critical stakeholder group vital to an organization's success.
Organizations that embrace consumers, as true stakeholders in their success will benefit from the long-term asset value those consumers represent. If organizations are to survive and thrive in the market conditions under which they must operate, the consumer and his or her wants and needs must become central to the way the organization perceives itself. A need to understand consumer motivations fully and richly is essential in designing an effective public relations program. Influencing, persuading and motivating this large and diverse audience can be a challenge. You will need to understand what are the wants and needs of the consumer and after you recognize them, you can develop an effective and persuasive program that is likely to succeed.