This research explores the contemporary approach of customer-centric marketing and its implications for marketers. The review provides insights into how marketers can better realise and respond to all the needs of their consumers in an increasingly complex and competitive market environment. Drawing on a comprehensive reading of the available literature, the research reveals that customer-centric marketing is a strategic approach that puts the customer at the centre of marketing activities. This approach involves understanding customer needs, preferences, and behaviors and using this information to develop targeted marketing campaigns that deliver value to customers and drive business growth. There is already an identification of several key elements of customer-centric marketing, including customer segmentation, customer engagement, personalized marketing, and data analytics. It highlights how customers, and their user experience is imperative, and the role of digital technologies in enabling customer-centric marketing. Customer-centric marketing requires a shift in mindset and organizational culture, with a focus on customer experience and customer satisfaction as the primary drivers of success. Marketers need to embrace a customer-centric approach, leverage technology and data, and foster a culture of collaboration and customer focus to succeed in today's fast-paced and dynamic market environment.