Customer-Dominant Logic

Customer-Dominant Management as a New Target in Relationship Marketing

Manfred Bruhn, Maxim Saleschus, Karsten Hadwich (Autoren)

Buch | Hardcover

425 Seiten

2024 | 2024 ed.
Springer (Verlag)
978-3-658-45351-0 (ISBN)

Noch nicht erschienen (ca. Februar 2025)
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This book provides a structured overview of Customer-Dominant Logic and formulates fundamental principles that form the basis for a realignment of customer-oriented corporate management. Customer-Dominant Logic is an innovative marketing logic that consistently places the customer at the center of all business activities. This requires a fundamental shift in perspective, where the integration of the provider with the customer takes precedence over the integration of the customer with the provider.

Based on the principles of Customer-Dominant Logic, the authors present their own and new systematic management approach. They introduce "Customer-Dominant Management," detailing all necessary phases of a management process. Customer-Dominant Management aims to realize both customer and company goals through the establishment of a partnership with value-creating offerings in the customer ecosystem.

Prof. Dr. Dr. h.c. mult. Manfred Bruhn is Professor of Business Administration, in particular Marketing and Corporate Management, at the Faculty of Business and Economics at the University of Basel and Honorary Professor at the Technical University of Munich. He is also the founder and Chairman of the Board of Directors of Prof. Bruhn & Partner AG (Basel, Switzerland). Dr. Maxim Saleschus is a postdoctoral researcher at the Faculty of Business, Economics and Social Sciences at the University of Hohenheim. Prof. Dr. Karsten Hadwich holds the Chair of Service Management at the Institute for Marketing and Management at the University of Hohenheim. Moreover, he is the Managing Partner of Prof. Bruhn & Partner AG (Basel, Switzerland).

Subject and Characteristics of Customer-Dominant Logic.- From Customer-Dominant Logic to Customer-Dominant Management - Theoretical Foundation of Customer-Dominant Logic.- Core Elements of Customer-Dominant Logic. - Customer-Dominant Logic as a Management Approach.- Market Research in Customer-Dominant Logic.- Market Segmentation in Customer-Dominant Logic.- Marketing Strategies in Customer-Dominant Logic.- Marketing Tools in Customer-Dominant Logic.- Marketing Controlling in Customer-Dominant Logic.- Development Trends of Customer-Dominant Logic.- Literature Service: Scientific Contributions to Corporate Management from the Customer Perspective.

Erscheint lt. Verlag	12.2.2025
Zusatzinfo	92 Illustrations, color; 1 Illustrations, black and white; Approx. 480 p.
Verlagsort	Dordrecht
Sprache	englisch
Maße	168 x 240 mm
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	3-658-45351-6 / 3658453516
ISBN-13	978-3-658-45351-0 / 9783658453510
Zustand	Neuware