Professor of marketing Peter Fader explains how to build your business based on the needs of your best customers.

For a long time, the idea that the 'customer is king' has pervaded the business world.

But there is a growing business theory that states that some customers are better than others, and the savvy thing to do is to focus on their needs, rather than trying to please everyone.

In his 2020 book, Customer Centricity, marketing expert Peter Fader explains how to focus on your most loyal customers to ultimately bring in more profit.

Using real-world examples and anecdotes, he outlines a way to maximise profits by minimizing the types of people your company caters for.