Abstract
As we enter the twenty-first century, the marketing function remains concerned with serving customers and consumers effectively. 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. This article highlights the implications of customer-centric marketing as well as the boundary conditions that will affect its adoption.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 55-66 |
| Number of pages | 12 |
| Journal | Journal of the Academy of Marketing Science |
| Volume | 28 |
| Issue number | 1 |
| DOIs | |
| State | Published - Jan 1 2000 |
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ASJC Scopus subject areas
- Business and International Management
- Economics and Econometrics
- Marketing
Cite this
The antecedents and consequences of customer-centric marketing. / Sheth, Jagdish N.; Sisodia, Rajendra S.; Sharma, Arun.
In: Journal of the Academy of Marketing Science, Vol. 28, No. 1, 01.01.2000, p. 55-66.Research output: Contribution to journal › Article
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TY - JOUR
T1 - The antecedents and consequences of customer-centric marketing
AU - Sheth, Jagdish N.
AU - Sisodia, Rajendra S.
AU - Sharma, Arun
PY - 2000/1/1
Y1 - 2000/1/1
N2 - As we enter the twenty-first century, the marketing function remains concerned with serving customers and consumers effectively. 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. This article highlights the implications of customer-centric marketing as well as the boundary conditions that will affect its adoption.
AB - As we enter the twenty-first century, the marketing function remains concerned with serving customers and consumers effectively. 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. This article highlights the implications of customer-centric marketing as well as the boundary conditions that will affect its adoption.
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U2 - 10.1177/0092070300281006
DO - 10.1177/0092070300281006
M3 - Article
AN - SCOPUS:23044520322
VL - 28
SP - 55
EP - 66
JO - Journal of the Academy of Marketing Science
JF - Journal of the Academy of Marketing Science
SN - 0092-0703
IS - 1
ER -