Benefits Of Customer Centric Paradigm ( Shah Et Al Essay
Currently, companies in almost all industries are faced with intensive competition (Goyal, 2014). Consequently, for more that 50 years now, researches have been discussing the benefits of customer-centric paradigm (Shah et al., 2006). As found by Kotler et al. (2008) it is inherent for firm success to have the passion for satisfying customer needs and marketing is the business function that deals with customers the most. Therefore, managing the profitable relationship with customer and attracting new customers by promising superior value are its main goals (Kotler et al., 2008). In fact, according to management guru Peter Ducker, “The aim of marketing is to make selling unnecessary”. The aim is to “know and understand the customer so well that the product or service fits... and sells itself“ (Ducker, 1973).
Pickton and Broderick (2005) defined marketing communications as a part of marketing that informs target audiences on all matters that affect marketing performance. Organisations have the range of activities/tools available in order to do that. This concept is known as “marketing communications mix” and commonly called “promotions mix” or the “promotional mix” ; indeed, Crosier (1990) clearly states that the terms have exactly the same meaning in the context of the 4 P’s. Although, it can be easily argued that marketing communications is broader concept than promotions. Moreover, Fill (2013) suggests that successful marketing must…