For Marketing Leadership Professionals

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	July 25, 2007 Best Practices: Customer-Centric Marketing How to Make Customer Centricity Real by Peter Kim with Elana Anderson, Sarah Glass	Average: 6  (3 ratings)

This is an excerpt

Executive Summary

The four P's are no longer an effective model for marketing organizations. Mass media is challenged to reach customers effectively, while emerging channels and technology increasingly shift power away from brands. Today, customer-centric marketing is the new model for marketing effectiveness. But to make customer centricity real, marketers must implement best practices in metrics, culture, and technology.

TABLE OF CONTENTS

• The Four P's Are No Long An Effective Model
• Demonstrated Best Practices In Customer-Centric Marketing
• Best Practice No. 1: Use Metrics To Drive A Common Customer Focus
• Best Practice No. 2: Set Up Employees For Success With Culture
• Best Practice No. 3: Implement Technology To Boost Communication Channels
• Forrester's Customer-Centric Marketing Next Practices
• Identifying Your Challenges
• Case Studies
• Supplemental Material
• Related Research Documents

This is an excerpt