CUSTOMER CENTRICITY, CUSTOMER�CENTRIC APPROACH & CONSUMER-CENTRIC MARKETING: PAST & PRESENT

This paper explains the past and present of Customer-centric concepts (Customer, Consumer, Centric, Centric approach, and Centric marketing). The discussion is carried out by studying the development of the idea published in the indexed journal PROQUEST from 2013-2023. Customer-centricity has evolved from simple customer focus to comprehensive consumer-centric marketing approaches. By examining how these approaches are defined, applied, and adapted in modern business, this article outlines the journey of customer centricity from a reactive strategy to an organization-wide commitment that places customer value at the core of business operations. In conclusion, the article highlights both the unique contributions and the converging trends among these approaches, suggesting a path forward for customer-centric practices in the evolving field of marketing.