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Bruhn ManfredSaleschus MaximHadwich Karsten

Customer-dominant logic

customer-dominant management as a new target in relationship marketing

AutorBruhn ManfredSaleschus MaximHadwich Karsten
QuelleSonstige Datenquellen
ISBN978-3-658-45351-0
Lieferbarkeitlieferbar
KatalogisatBasiskatalogisat
VerlagSpringer Fachmedien Wiesbaden GmbH
Erscheinungsdatum27.11.2024
Buch | Gebunden
106,99 €
inkl. 7% MwSt.

Beschreibung (Langtext)

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.


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