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Irrweg Customer Centricity – Skizze eines Auswegs für Marketing und Marke

In: Brand Evolution

Author

Listed:
  • Jörg Tropp

    (Hochschule Pforzheim)

  • Konrad Zerr

    (Hochschule Pforzheim)

Abstract

Zusammenfassung „Kundenzentrierung“ (Customer Centricity) ist in den letzten Jahren zu einem Marketing-Buzz-Wort geworden. Aus unternehmerischer Sicht kann aber eine falsch verstandene Kundenzentrierung dann gefährlich werden, wenn sie auch noch unzulänglich umgesetzt wird. Dieser Beitrag zeigt die Gründe auf, warum dem so ist und wie eine paradigmatische Neuorientierung des Marketing aussehen könnte. Konkret werden Thesen formuliert, die einen kritischen Dialog zur Bedeutung der Kundenzentrierung und zur notwendigen Neujustierung des Marketingkonzepts fördern sollen.

Suggested Citation

  • Jörg Tropp & Konrad Zerr, 2022. "Irrweg Customer Centricity – Skizze eines Auswegs für Marketing und Marke," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 183-194, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-35916-4_8
    DOI: 10.1007/978-3-658-35916-4_8
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