Customer-Dominant Logic: Customer-Dominant Management as a New Target in Relationship Marketing

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.

Book details

• Author: Manfred Bruhn; Maxim Saleschus; Karsten Hadwich
• Publisher: Springer
• eText ISBN: 9783658453527
• Print ISBN: 9783658453510
• Format: Reflowable Layout
• Language: en
• Copyright: 2024