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

Table of contents:
Front Matter
Pages i-xviii
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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)