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Literaturservice: Wissenschaftliche Beiträge zur Unternehmensführung aus der Kundenperspektive

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Customer-Dominant Logic

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Zusammenfassung

Die Relevanz der wissenschaftlichen Diskussion zur Customer-Dominant Logic ist unbestritten. Sie bildet die Basis für das Verständnis der Customer-Dominant Logic und die Abgrenzung der Customer-Dominant Logic gegenüber den Marketinglogiken (Goods-Dominant Logic, Service-Dominant Logic) und den Marketingkonzepten (Kundenorientierung, Kundenzentrierung). Deshalb erfolgt in diesem Kapitel ein Überblick über ausgewählte Literatur zur Customer-Dominant Logic und zu den Marketingkonzepten der Kundenorientierung und Kundenzentrierung. Ausgehend von zwei Literaturanalysen erfolgt eine differenzierte Beschreibung der wissenschaftlichen Diskussion und es werden Tipps formuliert, um weitere relevante Literatur zu den Themengebieten identifizieren zu können.

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Authors and Affiliations

  1. Marketing und Unternehmensführung, Wirtschaftswissenschaftliche Fakultät, Universität Basel, Basel, Schweiz

    Manfred Bruhn

  2. Lehrstuhl für Dienstleistungsmanagement, Fakultät Wirtschafts- und Sozialwissenschaften, Universität Hohenheim, Stuttgart, Deutschland

    Maxim Saleschus & Karsten Hadwich

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  1. Manfred Bruhn
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  2. Maxim Saleschus
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Correspondence to Manfred Bruhn .

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Bruhn, M., Saleschus, M., Hadwich, K. (2024). Literaturservice: Wissenschaftliche Beiträge zur Unternehmensführung aus der Kundenperspektive. In: Customer-Dominant Logic. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-43326-0_12

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