IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-658-45352-7_10.html
   My bibliography  Save this book chapter

Marketing Controlling in Customer-Dominant Logic

In: Customer-Dominant Logic

Author

Listed:
  • Manfred Bruhn

    (University of Basel)

  • Maxim Saleschus

    (University of Hohenheim)

  • Karsten Hadwich

    (University of Hohenheim)

Abstract

Customer-dominant marketing controlling ensures the effectiveness and efficiency of customer-dominant management through its information, planning, coordination, and control functions. It is necessary to implement an integrated control along the chain links of the customer-dominant success chain and to consistently implement thinking in the customer ecosystem by involving actors in the customer ecosystem in one’s own controlling activities. This requires continuous control of the customer-dominant orientation of the provider, the attractiveness of the integration offers, the actual integration in the customer ecosystem, and the success of the provider integration through the use of customer performance indicators. The approaches and methods of pre-economic feature-, event-, and problem-oriented control as well as single- and multi-period economic procedures are presented in this chapter, taking into account a content and methodological modification to the provider integration.

Suggested Citation

  • Manfred Bruhn & Maxim Saleschus & Karsten Hadwich, 2024. "Marketing Controlling in Customer-Dominant Logic," Springer Books, in: Customer-Dominant Logic, chapter 0, pages 359-399, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-45352-7_10
    DOI: 10.1007/978-3-658-45352-7_10
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-658-45352-7_10. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.