5. Customer-Dominant Logic as a Management Approach

Customer-dominant management follows a decision-oriented approach that underpins the phases of marketing management. Due to the value creation thinking of the customer-dominant logic, a differentiated perspective is in the foreground, which fundamentally affects the phases of marketing management. Customer-dominant management considers the decision-making processes of the provider and the customer equally. While the decision-making processes at the customer involve purchasing decisions that arise against the background of individual logic, the decision-making processes of the provider relate to the provider’s marketing decisions depending on the customer-side decision-making processes. The chapter makes it clear that this includes customer-dominant market research and segmentation as an information basis, customer-dominant marketing strategies for planning, customer-dominant marketing instruments for implementation, and customer-dominant marketing controlling for testing provider integration.