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Book synopsis

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.

Book details

Book category Books in English Economics, finance, business & management Business & management Sales & marketing

• Full title: Customer-Dominant Logic
• Subtitle: Customer-Dominant Management as a New Target in Relationship Marketing
• Author: Manfred Bruhn, Maxim Saleschus, Karsten Hadwich
• Language: English
• Binding: Hardback
• Number of pages: 425
• EAN: 9783658453510
• ID: 46817455
• Publisher: Springer, Berlin
• Weight: 1096 g
• Dimensions: 240 × 168 mm
• Published: 2024

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