A customer-focused approach can be defined as "when an organization learns more about the habits of the customer so that they can identify opportunities for cross-selling". While this type of approach can be viewed as entirely satisfactory, Kliatchko (2008) introduced a contrasting concept which concentrates on "working from the outside in" and promotes a different perspective on organizations. When an organization adopts a customer-centric technique, they forgo the view that customers are only passive receivers of marketing techniques and focus on listening to what their needs are and striving to satisfy them; integrating the customer into the process. Many organizations are yet to relinquish such control, as shown by research conducted by Campaign'' magazine, which can only be suspected to be due to the fear that it could potentially diminish the marketing profession. See also Advertising – emphasizes historical and social aspects of advertising Advertising management – focuses on practical managerial approach to advertising Brand awareness Consumer behaviour Marketing activation Marketing mix Media intelligence Media relations Promotional mix Real-time marketing Mobile marketing Strategic communication References Cited sources Types of marketing