General Information What's included Description Learning Objective Modules Videos Related Recommended Reviews

Technical Note

Customer centricity ou a orientaçao para o cliente. Uma visão holística

By García del Pueyo, J. L.

A orientação para o cliente, conhecida como customer centricity, é um princípio clássico nas políticas de marketing, mas que atualmente está a ter um ressurgimento conceptual como consequência do ecossistema digital, que empoderou o cliente, conferindo-lhe um grande poder de prescrição. Este documento oferece uma visão holística, ao mesmo tempo que analisa as diferentes partes em que se desdobra a customer journey. É contextualizado na estratégia de marketing com uma perspetiva de gestão e apresenta um modus operandi para favorecer a orientação para o mercado.

Collection: San Telmo (España)

Ref: IIST-MIN-23-P-PP

Format: PDF

Number of pages: 26

Publication Date: Nov 4, 2025

Language: Portuguese Portugal

What material is included in this case:

Other supplements

Description

Learning Objective

- Oferecer uma visão integrada da customer centricity na estratégia da empresa. Analisar as diferentes fases da customer journey sob uma perspetiva estratégica. Propor um modelo de atuação para orientar a empresa para o cliente.

Customer centricity ou a orientaçao para o cliente. Uma visão holística

Options of use

Number of copies

- +

As low as €8.53

Are you interested in this product?

Add it to your favourites so that your institution can purchase it.

You'll be able to order once your profile has been validated.

Add to wishlist

Preview

Leave your rating
"Customer centricity ou a orientaçao para o cliente. Uma visão holística"

To leave a comment you must Sign in or register

Register for free with IESE Publishing and enjoy all the advantages

What type of account do you want to create?

Choose account type

Professors

You will find the material that best suits you to design your courses, in different formats and up to 7 languages, so that it adapts to the teaching methodology of your preference at all times.

Preview the full content before purchasing. You will also have free access to the teaching notes.

Create whishlists and share them easily with your academic institution and/or colleagues.

Academic Institutions

Take advantage of the discount for registered institutions and save money with a platform that offers the best collections, agile purchase process and personalized customer service.

In addition, we have various types of agreements to adapt to the specific needs of each institution.

Visit our licenses page and contact us for further information.

Companies

Scalability and Savings: Get automatic discounts and special pricing on purchases of 10 or more units per product.

Customised agreements: Need specific product bundles? We design tailored pricing agreements adapted to your company’s volume and training objectives.

Centralized Management: Control all your department's acquisitions from a single, professional dashboard.

Individuals

Have the content you need to stay updated as a manager with the support of one of the most prestigious business schools in the world.

We select the online courses and articles so that you can continue to be a better leader who generates a positive impact on your company.

We also offer agreements for companies, contact us to know more.

Customer centricity ou a orientaçao para o cliente. Uma visão holística

What material is included in this case:

Description

Learning Objective

Related

Customer centricity ou a orientaçao para o cliente. Uma visão holística

Are you interested in this product?

Do you find it interesting?

Leave your rating "Customer centricity ou a orientaçao para o cliente. Uma visão holística"

Register for free with IESE Publishing and enjoy all the advantages

What type of account do you want to create?

Leave your rating
"Customer centricity ou a orientaçao para o cliente. Uma visão holística"