Handbook on Customer Centricity: Strategies for Building a Customer-Centric Organization
Drawing on the expertise of leading marketing scholars, this book provides managers and researchers with insights into the fundamentals of customer centricity and how firms can develop it. Customer centricity is not just about segmentation or short-term marketing tactics. Rather, it represents an organization-wide philosophy that focuses on the systematic and continuous alignment of the firm’s internal architecture, strategy, capabilities, and offerings with external customers.
- Palmatier, RW; Moorman, C; Lee, JY
- January 1, 2019
Start / End Page
- 1 - 350
International Standard Book Number 13 (ISBN-13)
Digital Object Identifier (DOI)