Customer-dominant logic: Customer-dominant management as a new Traget in relationship marketing

By:

Bruhn, Manfred

Contributor(s):

Material type: Text

TextPublication details: Springer ChamDescription: xviii, 425 pISBN:

9783658453510

Subject(s):

Relationship marketing

DDC classification:

658.8 BRU

Summary: 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 (https://link.springer.com/book/10.1007/978-3-658-45352-7)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8 BRU (Browse shelf(Opens below))	1	Available		007860

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Previous	658.8 BOO Contemporary marketing: with MindTap	658.8 BRO Essentials of marketing: theory and practice for a marketing career	658.8 BRO Mastering marketing data science: a comprehensive guide for today's marketers	658.8 BRU Customer-dominant logic: Customer-dominant management as a new Traget in relationship marketing	658.8 CAR Sustainable marketing: how to drive profits with purpose	658.8 CAR Can marketing save the planet?: 101 practical ways to use sustainable marketing as a force for good	658.8 CAS The unstoppable sales team: elevate your team’s performance, win more business, and attract top performers	Next

Table of contents:
Front Matter
Pages i-xviii
Download chapter PDF
Subject and Characteristics of Customer-Dominant Logic
Manfred Bruhn, Maxim Saleschus, Karsten Hadwich
Pages 1-17
From Customer-Dominant Logic to Customer-Dominant Management
Manfred Bruhn, Maxim Saleschus, Karsten Hadwich
Pages 19-50
Theoretical Foundation of Customer-Dominant Logic
Manfred Bruhn, Maxim Saleschus, Karsten Hadwich
Pages 51-72
Core Elements of Customer-Dominant Logic
Manfred Bruhn, Maxim Saleschus, Karsten Hadwich
Pages 73-139
Customer-Dominant Logic as a Management Approach
Manfred Bruhn, Maxim Saleschus, Karsten Hadwich
Pages 141-151
Market Research in Customer-Dominant Logic
Manfred Bruhn, Maxim Saleschus, Karsten Hadwich
Pages 153-211
Market Segmentation in Customer-Dominant Logic
Manfred Bruhn, Maxim Saleschus, Karsten Hadwich
Pages 213-234
Marketing Strategies in Customer-Dominant Logic
Manfred Bruhn, Maxim Saleschus, Karsten Hadwich
Pages 235-286
Marketing Instruments in Customer-Dominant Logic
Manfred Bruhn, Maxim Saleschus, Karsten Hadwich
Pages 287-358
Marketing Controlling in Customer-Dominant Logic
Manfred Bruhn, Maxim Saleschus, Karsten Hadwich
Pages 359-399
Development Trends of Customer-Dominant Logic
Manfred Bruhn, Maxim Saleschus, Karsten Hadwich
Pages 401-408
Literature Service: Academic Contributions to Corporate Management from the Customer Perspective
Manfred Bruhn, Maxim Saleschus, Karsten Hadwich
Pages 409-425
(https://link.springer.com/book/10.1007/978-3-658-45352-7)

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

(https://link.springer.com/book/10.1007/978-3-658-45352-7)

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