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

Customer-Centric Marketing Strategies: Tools for Building Organizational Performance provides a more conceptual understanding on customer-centric marketing strategies as well as revealing the success factors of these concepts. This book will discuss how to improve the organization’s financial and marketing performance.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

Behavioral Branding
Critical Success Factors
Customer- Centric Marketing
Customer Knowledge Management
Customer Relationship Management
Marketing Concepts
Organizational Marketing Performance
Relationship Management

Reviews & Statements

Twenty-six chapters introduce the conceptual and philosophical underpinnings of customer centric marketing strategies and review conceptual and empirical studies of these cutting-edge concepts. The collection explores various frameworks, models, and constructs of recently emerged areas such as customer knowledge management, cause-related marketing, and behavioral branding as a hypothetical starting point for further empirical study. Critical success factors and their influence on financial and marketing performance are illustrated in case studies of food retailers, sports organizations, glass packaging, and airlines. Other topics include building e-relationships through social media and legal issues to consider before implementing cause-related and relationship marketing in the European Union.

The theories and case studies debated in this book can inspire a whole new generation of twenty-first markets. The editors' efforts in compiling this impressive collection should be very much appreciated by scholars and practitioners in Marketing and related domains.

– Alireza Isfandyari-Moghaddam, Islamic Azad University, Journal of Consumer Marketing, 31 (1)

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Editor/Author Biographies

Hans Ruediger Kaufmann completed his sponsored PhD in 1997 and was as research assistant and then lecturer (p-t) at Manchester Metropolitan University After extensive experience in German Bank Management. Later, he worked in Budapest, first as Course Director Marketing for the Chartered Institute of Marketing and then as an Assistant Professor in Marketing at the International Management Centre Budapest as well as a contractual consultant. At the University of Applied Sciences Liechtenstein he was Academic Director Private Banking and, later, Head of the Competence Centre International Management. Since October 2006 he is an Associate Professor at the University of Nicosia. He has been a launching member and President (2007-2009) of the international research network on consumer behaviour, CIRCLE. He is currently Vice-President of the EuroMed Research Business Institute (EMBRI). He is member of the editorial board of a variety of journals and an Associate Editor of the World Review of Entrepreneurship, Management and Sustainable Development.

Mohammad Fateh Ali Khan Panni is a Lecturer in the School of Business at City University, Bangladesh. He was born the year of 1981 at Dhaka, Bangladesh. As a young research aspirant he is actively involved in academic research. He has published many research articles in the area of consumerism, CRM, CKM, brand loyalty, online shopping behavior, internet banking and green consumer behavior index etc in numerous international journals like JLERI, IJBEP, IJECRM, WJBAM, JIKM, Amfiteatru Economic. As of to date in total he has 14 international refereed publications which includes international refereed journals conference proceedings, book chapter. Currently, he is a research committee member of three different research interest committees such as marketing, ethics and social responsibility and green economy consortium of Euromed Research Business Institute (EMRBI). He is also regularly involved as a track chair of Annual Euromed Conferences. He regularly reviews paper for different international refereed journals. So far he has reviewed paper for African Journal of Business Management (AJBM) (ISI indexed journal), African Journal of Agricultural Research (AJAR) (ISI indexed journal), Special Edition of World Review of Entrepreneurship, Management and Sustainable Development (WREMSD) (Inderscience Publication Series) and Journal of Information and Knowledge Management (JIKM) (World Scientific Publication), International Research Journal of Management and Business Studies and Journal of Accounting and Taxation (JAT) (Academic Journal Series). He is an editorial team member of African Journal of Marketing Management (AJMM) (Academic Journal series) and a listed reviewer of Journal of Information and Knowledge Management (JIKM) (World Scientific Publication).

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