Introduction
Customer-centric marketing makes the customer - not the product or the campaign - the focus of its efforts. It requires a deeper understanding of the customer, and how they interact with your company.
The audience of this book are the marketers who are "down in the tranches," and the book covers multiple approaches across various disciplines of marketing.
Three goals are set for the book:
- Learn how multichannel marketing is practiced across various disciplines
- Learn how the methods from these disciplines can be amalgamated for an integrated view of marketing
- Learn to apply these techniques for greater marketing success across online and offline channels