'A must-read for any marketer, be it a curious researcher, entry
level manager or senior leader. Chapters in this book offer the
right amount of theory and practical implications on how to infuse
customer centricity into an organization by making systematic
changes to organizational design, strategy, offerings, and
capabilities.' - Shrihari Sridhar, Texas A&M University, US
'This would be the first book to purchase if you want to get out of
functional silos and build a truly customer-centric organization.
This book illustrates that customer centricity is not confined with
CRM or segmentation tactics, but rather it requires a major
paradigm shift in every aspect of marketing strategy and business
operations.' - Steve Samaha, Wells Fargo Bank, US 'The world's
renowned scholars in marketing strategy offer very thorough
coverage of customer centricity. Each chapter complements the
others and shares applicable and deep knowledge regarding how firms
should transform the entire organization, from cultures and human
capital to structures, to better serve customers.' - Mark B.
Houston, Texas Christian University, US 'This book is a
comprehensive reference for scholars conducing customer-centricity
research. Leading academics illustrate a theoretical framework and
empirical insights on how to embrace customer centricity.
Executives will find a treasure trove of actionable insights for
their companies.' - Vikas Mittal, Rice University, US 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. This philosophy means that to be truly
customer-centric, firms need to make multilevel transformations in
internal architecture and organizational design, including
leadership, metrics, incentives, structure, processes, and systems.
These reorganizations are often accompanied by reshaped relational
strategies, such as customer loyalty programs and marketing channel
strategies that make customer centricity a reality. These changes
also need to be backed by reconfigurations of brand and
technological capabilities, as manifested in healthy
customer-centric brands and in technology systems and skills that
enable customer centricity at scale. The contributors to this book
provide current thinking and cutting-edge research to further
scholars' understanding of this key concept in marketing. Academics
teaching or researching customer centricity, consultants
implementing customer centricity and managers directly implementing
customer centricity in their organizations will come to rely on the
Handbook of Customer Centricity. Marketing associations, industry
associations and local and university libraries will find the
insights within offer critical reflection on the key features of
customer centricity and the detailed roadmap to achieve it.
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