TABLE OF CONTENTS Outi Niininen, Roger March and Dimitrios Buhalis
Consumer centric marketing (CCM) is a relatively new trend in marketing that can be incorporated into the customer relationship marketing (CRM) literature. While the ultimate aim of CCM is for companies to gain insight into the general characteristics of their individual clients, more specifically, CCM allows the company to understand the motivations, habits, attitudes and values that shape consumers' opinions about the brands the company is offering. Moreover, the customers take an active role in the design of their holidays by declaring their vacation preferences and customizing their holiday packages accordingly. Companies aim to establish regular communication with their customers that will, hopefully, mature into trust-based relationships (Maney et al., 2002; Lietz, 2003).As such, the concept of CCM alone is not new in marketing; it is the combination of CCM philosophy and technological advancements that allows for a more sophisticated data collection and manipulation that whets the appetite of even seasoned marketing managers.
CCM builds on the techniques designed for customer relationship management (CRM).Furthermore, CCM derives from, and finds its natural home in, the packaged goods industry and much...
