Scholars@Duke
Christine Moorman

Christine Moorman

T. Austin Finch, Sr. Distinguished Professor of Business Administration in Fuqua School of Business
Fuqua School of Business
100 Fuqua Drive, Box 90120, Durham, NC 27708-0120
A308 Fuqua Sch of Bus, Durham, NC 27708

Scholarly Works - Books

Handbook on Customer Centricity: Strategies for Building a Customer-Centric Organization

Book · January 1, 2019 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 ma ... Full text Cite

Strategy from the Outside In: Profiting from Customer Value

Book · July 23, 2010 These are not flash-in-the-pan companies—world-beaters one year and stragglers the next. They are companies like Johnson & Johnson, Procter & Gamble, Fidelity, Cisco, Philips, Walmart, and Amazon. ... Cite