Customerdominant Logic Customerdominant Management As A New Target In Relationship Marketing Manfred Bruhn by Manfred Bruhn, Maxim Saleschus, Karsten Hadwich 9783658453527, 9783658453510, 3658453524, 3658453516 instant download after payment.

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.