Customer Centric Marketing Strategy for Universities

The paradigmatic pitfalls of customer-centric marketing

This article will argue that, despite customer-centric intent, marketing theory remains trapped in a firm-centric paradigm. How this apparent contradiction has endured is discussed critically with reference to what we see as four influential marketing perspectives. These perspectives are the 4Ps marketing mix, market-based assets, relationship marketing, and customer equity. Apart from the 4Ps ...

Return on Marketing: Using Customer Equity to Focus Marketing Strategy

The authors present a unified strategic framework that enables competing marketing strategy options to be traded off on the basis of projected financial return, which is operationalized as the change in a firm’s customer equity relative to the incremental expenditure necessary to produce the change. The change in the firm’s customer equity is the change in its current and future customers’ life...

Customer Relationship Marketing: Customer-Centric Processes for Engendering Customer-Firm Bonds and Optimizing Long-Term Customer Value

Customer Relationship Management, Role of Customers Partnership System in Implementation of Customer Centric Culture in Marketing

Philip Kotler and Gary Armstrong in their book “Principles of Marketing” state: At arrival of next decade, companies shall focus on customer engagement and market and considering products or technology is not enough because many companies plan their marketing with no respect to customer viewpoint and therefore, there will be no market for them. And they add: the success key in modern marketing ...

Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis

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