In today's society it is critical that every business possesses a strong marketing plan that incorporates the best interests
of the firm in order to promote
profitability. This paper shows that in the wake of the volatile economic conditions that the United States is currently experiencing, it is increasingly important to concentrate marketing efforts towards the customer rather than the
traditional brand-focused arrangement. This paper provides insight into the traditional and customer targeted marketing plans and how they work in organizational efforts to increase profitability. Furthermore, an analysis of the need for customer-focused marketing is established. Finally, a viable transition plan is determined and evaluated for its feasibility in the achievement of growth and the sustainability of a firm.