Customer-Dominant Logic by Bruhn, Manfred; Saleschus, Maxim; Hadwich, Karsten;

Hosszú leírás:

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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.

Tartalomjegyzék:

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.