This paper from Harvard Business Review features Ranjay Gulati, author of Reorganize for Resilience: Putting Customers at the Center of Your Organization and explains why marketers today should be leaders of customer-centricity in the organization and how they can succeed.

Download this free paper to learn what real customer-centricity looks like, why it matters more than ever and how you can achieve it. Find out:

  • Why competing on price is a bad idea.
  • Five reasons why companies fail at anticipating customer behavior.
  • Four new identities a marketer must take on to achieve customer-centricity. 

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