CUSTOMER-CENTRIC PERSPECTIVE: CONNECTING WITH DIGITAL CONSUMERS

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Chapter 2 in Asian Competitors:Marketing for Competitiveness in the Age of Digital Consumers, 2019, pp 33-74 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Companies need not always be competing for product leadership. They may choose a different marketing strategy by putting customers at the center of gravity. This is the main idea of the customer-centric perspective. Firms must create value for customers and see the business from the customers’ point of view. The strategic question that drives the customer-centric perspective is not “what else can we make?” but “what else can we do for our customers?” Customers and the market — not the factory or the product — stand at the core of the business…

Keywords: Asian Competitors; Asian Consumers; Asia; Digital Consumers; Digitization; Digitalization; New Wave Marketing; Marketing; Fourth Industrian Revolution; Changing Environment; Changing Landscape (search for similar items in EconPapers)
JEL-codes: M16 M31 (search for similar items in EconPapers)
Date: 2019
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