haku: @author Sharma, A. / yhteensä: 24
viite: 9 / 24
| Tekijä: | Sheth, J. N. Sisodia, R. S. Sharma, A. |
| Otsikko: | The Antecedents and Consequences of Customer-Centric Marketing |
| Lehti: | Journal of the Academy of Marketing Science
2000 : VOL. 28:1, p. 55-66 |
| Asiasana: | CUSTOMERS MARKETING MARKETS |
| Kieli: | eng |
| Tiivistelmä: | The authors propose that just as the marketing function gradually shifted from mass marketing to segmented marketing in the twentieth century, it will increasingly move toward customer-centric marketing in the next century. In the practice of customer-centric marketing, the marketing function seeks to fulfill the needs and wants of each individual customer. The antecedents of customer- centric marketing are the increasing pressure on firms to improve marketing productivity, increasing market diversity in household and business markets, and technology applicability. On the basis of the shift toward customer- centric marketing, the authors expect increased importance of marketing as a "supply management" function, customer outsourcing, cocreation marketing, fixed-cost marketing, and customer-centric organizations. |
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