The paradigmatic pitfalls of customer-centric marketing

This article will argue that, despite customer-centric intent, marketing theory remains trapped in a firm-centric paradigm. How this apparent contradiction has endured is discussed critically with reference to what we see as four influential marketing perspectives. These perspectives are the 4Ps marketing mix, market-based assets, relationship marketing, and customer equity. Apart from the 4Ps mix, these marketing perspectives are seldom recognized as problematic. We argue that the firm-centric approach to value creation embedded in these four influential frameworks overwhelms marketing's customer-centric intent. We also address the question, 'can (or indeed should) marketing management be customer-centric?' Our conclusion is that new directions of inquiry are needed, and we offer suggestions that might allow marketing the means to break free from its enduring, firm-centric paradigmatic trap.