Customer Orientation in the Context of Development Projects: Insights from the World Bank

Approximately half of the world's current population lives in poverty, and more than 90% of those people live in developing countries with limited access to basic social and economic amenities. Mired in such widespread poverty, developing countries thus appear to offer little opportunity for the traditional role of marketing to facilitate the monetized exchange of private goods. However, as this synthesized review of the practice of customer orientation at the World Bank shows, fundamental marketing principles and practices play an important role in incorporating the voice and interest of the poor in the provision of public goods that are designed to improve their quality of life and standard of living. This role for marketing in developing economies helps create the necessary socioeconomic infrastructure to facilitate the emergence of vibrant exchange markets for private goods in which the traditional role of marketing plays out. This article helps develop a better appreciation of a typically overlooked dimension in marketing's relationship to society in developing countries.