Customer-Centricity

A collaboration between two authors known for their research on customer centricity, this book focuses on individual customer relationships, targeted sales and marketing, rather than the market at large.

In Customer Experience Management, the author expands on his previous seminal work (Experience Marketing) to provide a more practical framework for designing and improving on the customer experience.

The authors explore the idea of “stickiness” which was popularized by Malcolm Gladwell. The main aim of the book is to explain what makes an idea or concept interesting.

Authors Peter Fader and Sarah Toms provide a guide to their version of the fundamental ideas behind customer centricity, but really focusing on customer lifetime value.

Authors Lewis and Dart provide an analysis of principles that assess how retailers can combat the new retail environment, transformed by digitalization and a power shift in the consumer’s favor.

Brand Sense starts with the premise that we are all intimately familiar with our senses, but it is only when one of them is missing that we realize how important they are. In most cases, the advertising community communicates almost exclusively in visual and/or auditory terms, neglecting the other three senses.

A guide to marketing in the digital age, focusing on how to build a marketing strategy in a world where consumers are constantly bombarded with communications and have learned to tune out the ad-saturation which has engulfed consumers over the last two decades.

Gerald Zaltman returns to Senteo’s Recommended Reading page. His new book centers around the topic of “deep metaphors,” lenses that unconsciously shape the way we think and perceive the world.

This book identifies how companies earn the respect and loyalty of their customers. There is a connection between emotions and behaviors, meaning that customers feel strongly about businesses that recognize them.