Handbook on Customer Centricity
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Handbook on Customer Centricity

Strategies for Building a Customer-Centric Organization

Edited by Robert W. Palmatier, Christine Moorman and Ju-Yeon Lee

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.
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