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Strategic Customer Brand-bonding: Building Personalized Value and Loyal Behaviour through Obsessive Focus, Discipline, and Innovative and Engaging Communication

2015; SAGE Publishing; Volume: 1; Issue: 1 Linguagem: Inglês

10.1177/2394964315569636

2394-9643

Michael Lowenstein,

Digital Marketing and Social Media

As organizations move from push, fairly generic and commodized marketing and general, passive customer awareness to customer-centricity and understanding/leveraging of customer needs and expectations, we have progressed from functional value delivery to emotion-based relationships and optimized, personalized experience. This has rendered the marketing 4Ps, devised by academics Neil Borden and Jerome McCarthy in the early 1960s, pretty much that, that is, academic and impractical in today's connected, mobile, content-seeking world. Organizations are branding experiences, empowering employees and building humanity and trust into the product and service value they deliver. There is a new set of 4Ps, and perhaps 5Ps, which organizations will require to become world-class, strategically differentiated enterprises.