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 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).

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