Best Practice Report

Best Practices: Customer-Centric Marketing

How to Make Customer Centricity Real

July 25th, 2007
PK
Peter Kim
With contributors:
Elana Anderson , Sarah Glass

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.

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