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2024 | OriginalPaper | Chapter

12. Literaturservice: Wissenschaftliche Beiträge zur Unternehmensführung aus der Kundenperspektive

Authors : Manfred Bruhn, Maxim Saleschus, Karsten Hadwich

Published in: Customer-Dominant Logic

Publisher: Springer Fachmedien Wiesbaden

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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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previous chapter Entwicklungstendenzen der Customer-Dominant Logic

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Title: Literaturservice: Wissenschaftliche Beiträge zur Unternehmensführung aus der Kundenperspektive
Authors: Manfred Bruhn
Maxim Saleschus
Karsten Hadwich
Publisher: Springer Fachmedien Wiesbaden
Book: Customer-Dominant Logic
Print ISBN: 978-3-658-43325-3

Electronic ISBN: 978-3-658-43326-0

Copyright Year: 2024
DOI: https://doi.org/10.1007/978-3-658-43326-0_12