As customer orientation continues to gain importance in the marketing field, there has been a growing concern for organizations to implement effective customer

The practical, expert guide to reaching the new consumer Customer-Centric Marketing is a comprehensive game plan on succeeding in the new marketing landscape by

Not all customers are created equal. Despite what the tired old adage says, the customer is not always right. Not all customers deserve your best efforts: in th

A 2019 Axiom Business Award winner. In The Customer Centricity Playbook , Wharton School professor Peter Fader and Wharton Interactive's executive director Sara

Drawing on the expertise of leading marketing scholars, this book provides managers and researchers with insights into the fundamentals of customer centricity a