Journal of the Academy of Marketing Science

, Volume 28, Issue 1, pp 55–66

The antecedents and consequences of customer-centric marketing

  • Jagdish N. Sheth
  • Rajendra S. Sisodia
  • Arun Sharma

DOI: 10.1177/0092070300281006

Cite this article as:
Sheth, J.N., Sisodia, R.S. & Sharma, A. J. of the Acad. Mark. Sci. (2000) 28: 55. doi:10.1177/0092070300281006


As we enter the twenty-first century, the marketing function remains concerned with serving customers and consumers effectively. The authors propose that just as the marketing function gradually shifted from mass marketing to segmented marketing in the twentieth century, it will increasingly move toward customer-centric marketing in the next century. In the practice of customer-centric marketing, the marketing function seeks to fulfill the needs and wants of each individual customer. The antecedents of customer-centric marketing are the increasing pressure on firms to improve marketing productivity, increasing market diversity in household and business markets, and technology applicability. On the basis of the shift toward customer-centric marketing, the authors expect increased importance of marketing as a “supply management” function, customer outsourcing, cocreation marketing, fixedcost marketing, and customer-centric organizations. This article highlights the implications of customer-centric marketing as well as the boundary conditions that will affect its adoption.

Copyright information

© Academy of Marketing Science 2000

Authors and Affiliations

  • Jagdish N. Sheth
    • 1
  • Rajendra S. Sisodia
    • 2
  • Arun Sharma
    • 3
  1. 1.Emory UniversityAtlantaUSA
  2. 2.Bentley CollegeWalthamUSA
  3. 3.University of MiamiMiamiUSA