Focus on Customers

Jens Kröger and Stefanie Marx

Chapter 3 in Strategic Agility in Marketing, 2025, pp 45-67 from Springer

Abstract: Abstract “People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.” This famous quote by Harvard marketing professor Theodore Levitt highlights a fundamental truth: it’s not about selling products or services—it’s about providing solutions. Especially in today’s rapidly changing world, where shifting behaviors are influenced by countless factors, it’s critical to keep customer needs at the forefront and continuously identify their real desires. This means moving away from product-centered thinking and adopting a customer-centered approach. But what exactly is “Customer Centricity”? How do we define the “right” customers? How can this knowledge drive more effective marketing strategies? We will explore and answer these questions in detail in this chapter.

Date: 2025
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DOI: 10.1007/978-3-658-47510-9_3

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