Handbook on Customer Centricity

Handbook on Customer Centricity
Author : Robert W. Palmatier
Publisher : Edward Elgar Publishing
Total Pages : 384
Release : 2019
ISBN 10 : 9781788113601
ISBN 13 : 1788113608
Language : EN, FR, DE, ES & NL

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.