Customer-Centric Excellence in the Marketing 6.0 Era

Abstract

This chapter examines the evolving landscape of marketing in the contemporary business environment, with a particular focus on the sixth wave of marketing (Marketing 6.0). This wave represents a paradigm shift towards unprecedented customer-centricity, where businesses are compelled to align their strategies with the ever-changing expectations and preferences of the modern consumer. The chapter begins by providing a comprehensive overview of the historical progression of marketing, from its inception to the current era, highlighting the pivotal shifts that have shaped each phase. It then meticulously explores the core principles and characteristics that define the Marketing 6.0 era, emphasizing the pivotal role of technology, data analytics, and artificial intelligence in reshaping the marketing landscape. Furthermore, the chapter addresses the key challenges and opportunities faced by businesses as they strive to adopt customer-centric excellence in Marketing 6.0.