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Marketinginstrumente in der Customer-Dominant Logic

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Customer-Dominant Logic

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Zusammenfassung

Die Marketinginstrumente haben die Aufgabe, kundendominante Marketingstrategien umzusetzen. Dafür steht eine Vielzahl von Marketinginstrumenten zur Verfügung. Zentral ist dabei, den Angebotskern als originären Wertbeitrag zur Zielerreichung des Kunden zu verstehen und durch weitere Merkmale das Integrationsangebot nach den Prinzipien und Verfahrensweisen des Kunden (z. B. Qualitätsbewusstsein) und nach Angeboten bzw. Akteuren im Kunden-Ecosystem auszurichten. Eine Preisdifferenzierung ist konsequent nach der Kundenlogik vorzunehmen und Strategien der Preisbündelung sind systematisch im Hinblick auf Akteure im Kunden-Ecosystem zu betrachten. Ein auf die Logik des Kunden abgestimmter Mehrkanalvertrieb ist durch den Einsatz der Customer-Dominant Journey umzusetzen. Neben den Kommunikationsbeziehungen zum fokalen Anbieter und seinen Mitarbeitenden sind auch explizit Kommunikationsbeziehungen des Kunden zu Akteuren im Kunden-Ecosystem zu betrachten. Die Einsatzmöglichkeiten der Marketinginstrumente im Sinne der Customer-Dominant Logic werden in diesem Kapitel im Einzelnen aufgezeigt.

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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

Authors
  1. Manfred Bruhn
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  2. Maxim Saleschus
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  3. Karsten Hadwich
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Correspondence to Manfred Bruhn .

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© 2024 Der/die Autor(en), exklusiv lizenziert an Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature

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Bruhn, M., Saleschus, M., Hadwich, K. (2024). Marketinginstrumente in der Customer-Dominant Logic. In: Customer-Dominant Logic. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-43326-0_9

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  • DOI: https://doi.org/10.1007/978-3-658-43326-0_9

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