In this chapter, the authors consider the implications for marketing practice of a truly customer-centric approach to managing financial services organisations. They also consider issues concerning the implementation of marketing concepts and practices and how their contributions might be evaluated. The authors examine marketing's role in the discharging of an organisation's corporate social responsibility and how marketing can contribute to the sustainability agenda which is assuming ever more significance. Chief executives and marketing directors frequently struggle to evaluate the value they gain from their marketing resources. Strategic marketing planning describes the processes which formally assess environmental trends and present scenarios for responding to those trends in order to sustain an organisation's future survival and success. Requirements of corporate social responsibility and sustainability imply that marketing managers must be aware of and responsive to the broader social consequences of the products and services they provide and the ways in which they are marketed.