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.

Full Text

Duke Authors

Cited Authors

  • Palmatier, RW; Moorman, C; Lee, JY

Published Date

  • January 1, 2019

Start / End Page

  • 1 - 350

International Standard Book Number 13 (ISBN-13)

  • 9781788113595

Digital Object Identifier (DOI)

  • 10.4337/9781788113601

Citation Source

  • Scopus