Summary
Chapters
Video Info
Strategic management and customer centrality can be beneficial for companies if used effectively. Customer-centric companies are believed to deliver superior value and achieve strategic objectives more easily. The themes of customer centrality can be split into two domains, macro and micro, covering the company as a whole and the target market.
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Chapter 1: Introduction: Customer Centricity
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Chapter 2: Behavior of the Customer
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Chapter 3: Segmentation
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Chapter 4: Targeting
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Chapter 5: Choosing a Targeting Strategy
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Chapter 6: Product Differentiation
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Chapter 7: Commodity Slide
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Chapter 8: Value Perceptions
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Chapter 9: Globalization
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Chapter 10: The Customer Centricity Engine
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Chapter 11: Challenges to Customer Centricity
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Chapter 12: Behavior Segmentation
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Chapter 13: Personal Characteristic Segmentation
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Chapter 14: Benefits Segmentation
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