《marketing-Customer Centricity introduction by Peter Fader》.pdf

WHARTON EXECUTIVE ESSENTIALS PETER FADER CUSTOMER CENTRICITY Focus on the Right Customers for Strategic Advantage SECOND EDITION Philadelphia © 2012 by Peter Fader First edition © 2011. Formerly titled Wharton Executive Education Customer Centricity Essentials. Published by Wharton Digital Press The Wharton School University of Pennsylvania 3620 Locust Walk 2000 Steinberg Hall-Dietrich Hall Philadelphia, PA 19104 All rights reserved. No part of this book may be reproduced, in any form or by any means, without written permission of the publisher. Company and product names mentioned herein are the trademarks or registered trademarks of their respective owners Ebook ISBN: 978-1-61363-015-0 Paperback ISBN: 978-1-61363-016-7 Contents Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 CHAPTER 1: Product Centricity: Cracks in the Foundation . . . . . . 19 CHAPTER 2: Customer Centricity: The New Model for Success . . .37 CHAPTER 3: Customer Equity: New Views on Value . . . . . . . . . . . . 57 CHAPTER 4: Customer Lifetime Value: The Real Worth of Your Customers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71 CHAPTER 5: Customer Relationship Management: The First Step Toward Customer Centricity . . . . . . . . 91 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .109 Acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .119 About the Author . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .125 Introduction et’s start in Fairbanks, Alaska. Specifically, at the Fairbanks location of one of the most Lsuccessful brands in retail: Nordstrom. Nordstrom is a high-end retailer that, of course, sells