Customer-Dominant Logic

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).  

Subject 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.