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Customer-Centric Perspective: Connecting With Digital Consumers

In: Asian Competitors Marketing for Competitiveness in the Age of Digital Consumers

Author

Listed:
  • HERMAWAN KARTAJAYA
  • PHILIP KOTLER
  • DEN HUAN HOOI

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…

Suggested Citation

  • Hermawan Kartajaya & Philip Kotler & Den Huan Hooi, 2019. "Customer-Centric Perspective: Connecting With Digital Consumers," World Scientific Book Chapters, in: Asian Competitors Marketing for Competitiveness in the Age of Digital Consumers, chapter 2, pages 33-74, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789813275478_0002
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    More about this item

    Keywords

    Asian Competitors; Asian Consumers; Asia; Digital Consumers; Digitization; Digitalization; New Wave Marketing; Marketing; Fourth Industrian Revolution; Changing Environment; Changing Landscape;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration

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