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MODULE TITLE CONTEMPORARY ISSUES IN MARKETING MODULE CODE MK3SO4 ENROLEMENT NUMBER 00052108 TUTOR H.SKINNER (a) Customer Centrality For the theory that the customer is central to any organisation is a common theory well establish in marketing academic circles, but does it really work in practice? And is its implementation necessary? Is it carried out correctly? Or is about time we rendered the theory simply unachievable? Through this essay an attempt will be made to answer these questions and perhaps suggest some alternative ideas along the way. The chosen organisational subject of this essay is Cardiff and Wales' largest bus company, Cardiff Bus. Cardiff Bus operates its service to the capital and its surrounding area. CARDIFF BUS Cardiff bus is a council owned company that was formed out of existing firms that have operated in Cardiff and the surrounding areas for the past century or more. The Council introduced the first electric trams in Cardiff in the year 1902 running between...

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