Making India A Tourism Hub Through Consumer Centric Marketing (CCM) – Challenges And Opportunities

Raghavendra, * and Nayak, Santosh and Shanbhag, Parthesh and Shenoy, Sandeep S and Rao, Guru Prasad (2015) Making India A Tourism Hub Through Consumer Centric Marketing (CCM) – Challenges And Opportunities. International Journal of Management and Social Science Research Review, 1 (15). pp. 116-119. ISSN 349-6738

[img] PDF
Research Paper (12).pdf - Published Version
Restricted to Registered users only

Download (59kB) | Request a copy

Abstract

A shift towards focusing on current customers rather than constantly chasing the prospects, designing and creating experiences that reach the heart of the existing customers paves way for the concept of consumer centric marketing. Consumer Centric Marketing (CCM) is a relatively new trend in marketing. It aims to streamline data used by companies and to enhance the concept of customer relationship marketing way forward. It is a practice of placing the customer at the center of a company’s marketing effort, focusing on customers rather than sales. CCM elevates the customer-company relationship in the organisation, leading to loyalty and profitability and enables the firm to earn long term return on their investment. The paper tracks India’s tourism and hospitality sector and the growth drivers for tourism in India. It tries to assess the relevance of CCM in the tourism industry context and lists the prerequisites for successful implementation of CCM. It states that maintaining sustainable competitive advantage, cost inefficiency, resistance to change and security issues are the majorchallenges in implementing succe ssful CCM. The paper concludes that CCM is an approach that needs to be adopted and promoted throughout the service industry and that CCM adds value to the total customer experience, improves loyalty and ultimately profitability. Collecting, synthesizing and synchronizing information about the customers buying patterns and converting this knowledge to a highly personalized service is the need of the day.

Item Type: Article
Uncontrolled Keywords: Consumer Centric Marketing, CCM, Customer-centric, CRM, Tourism, Make in India.
Subjects: Departments at MU > Commerce
Depositing User: MIM User
Date Deposited: 23 Oct 2015 10:03
Last Modified: 24 Oct 2015 15:14
URI: http://eprints.manipal.edu/id/eprint/144433

Actions (login required)

View Item View Item