Customer-Centric Marketing Strategies for Sustainable Business Growth
DOI:
https://doi.org/10.56472/ICCSAIML25-159Keywords:
Customer-Centric Marketing, Sustainable Business Growth, Co-Creation, Sustainability Branding, Sustainable Market Orientation, Customer Loyalty, Corporate Social Responsibility, Environmental SustainabilityAbstract
In a fiercely competitive market, truly customer-centric marketing transcends standard segmentation and aims to weave customers into the fabric of value creation this is most evident in the co‑creation approach. Co‑creation empowers customers to actively shape product features, brand messaging, and experiences, transforming them from passive recipients to co-authors of value. This two‑way dynamic enhances personalization, fuels innovation, and deepens brand engagement. Sustainability branding further multiplies this effect: by embedding eco‑innovations and transparent sustainability practices into their brand narrative, companies can tap into growing consumer demand for ethical and environmentally responsible offerings a strategy shown to bolster both brand loyalty and reputation. Central to this is a sustainable market orientation (SMO), which broadens traditional market orientation frameworks by integrating ecological, social, and macro‑stakeholder considerations into all strategic decisions. When these elements co‑creation, sustainability branding, and SMO are effectively combined, firms not only satisfy customer expectations, but also build resilient, long‑term relationships. These relationships yield lower churn, repeat purchases, and positive word‑of‑mouth, thereby driving sustained profitability and advancing societal and environmental objectives
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