Customer-based view

Sustainability and digital transformation are driving companies toward new goals and strategies, which must combine value creation with the pursuit of the common good. This is achieved by leveraging the extraordinary innovative potential of the data-driven economy, machine learning models, and collaborative platforms that foster interaction with increasingly interconnected and proactive customers. These dynamics underscore the growing importance of marketing competences and skills, which are essential for managing the complexity of markets, integrating stakeholders into business processes, promoting continuous innovation, and designing a balanced value proposition, not only economically but also socially and environmentally. After analyzing the contribution of marketing to a company’s purpose and value, this volume — while maintaining a constant focus on the implications of sustainability and digital transformation — delves into measuring the value generated for demand, customer centricity, and customer relationships. It highlights the main analytical, strategic, and operational challenges, and offers various applications of the concepts and tools described. The concluding chapter underscores the significant impacts, transformations, and implications for marketing brought about by digitalization and hyperconnectivity.