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020 _a9783658453527
_9978-3-658-45352-7
024 7 _a10.1007/978-3-658-45352-7
_2doi
050 4 _aHF5415.5-5415.53
072 7 _aKJSU
_2bicssc
072 7 _aBUS018000
_2bisacsh
072 7 _aKJSU
_2thema
100 1 _aBruhn, Manfred.
_eauthor.
_4aut
_4http://id.loc.gov/vocabulary/relators/aut
_978198
245 1 0 _aCustomer-Dominant Logic
_h[electronic resource] :
_bCustomer-Dominant Management as a New Target in Relationship Marketing /
_cby Manfred Bruhn, Maxim Saleschus, Karsten Hadwich.
250 _a1st ed. 2024.
264 1 _aWiesbaden :
_bSpringer Fachmedien Wiesbaden :
_bImprint: Springer,
_c2024.
300 _aXVIII, 425 p. 93 illus., 92 illus. in color.
_bonline resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
505 0 _aSubject 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.
520 _aThis 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 a "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. Contents: Subject and characteristics of customer-dominant logic From customer-dominant logic to customer-dominant management Theoretical foundation of customer-dominant logic in relationship marketing Core elements of customer-dominant logic Customer-dominant logic as a management approach Market research and market segmentation in customer-dominant logic Marketing strategies, marketing instruments, and marketing controlling in customer-dominant logic Development trends of customer-dominant logic The Authors: Prof. Dr. Dr. h.c. mult. Manfred Bruhn is Professor of Business Administration, in particular Marketing and Corporate Management, at the Faculty of Business and Economics at the University of Basel and Honorary Professor at the Technical University of Munich. He is also the founder and Chairman of the Board of Directors of Prof. Bruhn & Partner AG (Basel, Switzerland). Dr. Maxim Saleschus is a postdoctoral researcher at the Faculty of Business, Economics and Social Sciences at the University of Hohenheim. Prof. Dr. Karsten Hadwich holds the Chair of Service Management at the Institute for Marketing and Management at the University of Hohenheim. Moreover, he is the Managing Partner of Prof. Bruhn & Partner AG (Basel, Switzerland). The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content. This book is a translation of an original German edition. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation.
650 0 _aCustomer relations
_xManagement.
_968690
650 0 _aMarketing.
_9521
650 0 _aService industries.
_968307
650 1 4 _aCustomer Relationship Management.
_968691
650 2 4 _aMarketing.
_9521
650 2 4 _aServices.
_968308
700 1 _aSaleschus, Maxim.
_eauthor.
_4aut
_4http://id.loc.gov/vocabulary/relators/aut
_988067
700 1 _aHadwich, Karsten.
_eauthor.
_4aut
_4http://id.loc.gov/vocabulary/relators/aut
_988068
710 2 _aSpringerLink (Online service)
773 0 _tSpringer Nature eBook
776 0 8 _iPrinted edition:
_z9783658453510
776 0 8 _iPrinted edition:
_z9783658453534
776 0 8 _iPrinted edition:
_z9783658453541
856 4 0 _uhttps://doi.org/10.1007/978-3-658-45352-7
912 _aZDB-2-BUM
912 _aZDB-2-SXBM
999 _c65225
_d65225