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

Bruhn, Manfred; Saleschus, Maxim; Hadwich, Karsten

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.

Details

Published by: Springer

Publication Date: 2024-11-27

Format: Hardcover

ISBN-13: 9783658453510

DOI: 10.1007/978-3-658-45352-7

Dimensions: 240cm x168cm

Pages: 425