The antecedents and consequences of customer-centric marketing

Jagdish N. Sheth, Rajendra S. Sisodia, Arun Sharma

Research output: Contribution to journalArticlepeer-review

468 Scopus citations


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 languageEnglish (US)
Pages (from-to)55-66
Number of pages12
JournalJournal of the Academy of Marketing Science
Issue number1
StatePublished - Jan 1 2000

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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