Manfred Bruhn in the #BeyondCXM podcast about customer dominant logic
The discipline of marketing is subject to constant change. And since everyone knows that the customer is at the center of corporate activity, customer experience managers have gained in importance. Are marketers predestined for this role - or are they more likely to be part of the problem because of their limited viewpoint due to divisional silos? Alternatively, is a new marketing logic required?
In absatzwirtschaft 5/2021, professors Manfred Bruhn, Heribert Meffert and Manfred Kirchgeorg questioned various "myths of marketing". Today, 10 years after the publication of "Customer Experience Management" by Bruhn and Hadwich, the topic of "Customer Centricity" has achieved a high level of relevance. Time for a dialog with Manfred Bruhn.
Above all, it is time for a comprehensive change of perspective in marketing logic: moving away from the goods- and service-dominant logic and towards the customer-centric logic! This changes the perspective and creates a new USP for marketing. The requirement for this is to turn away from old habits of thought.
In absatzwirtschaft 5/2021, professors Manfred Bruhn, Heribert Meffert and Manfred Kirchgeorg questioned various "myths of marketing". Now, 10 years after the publication of "Customer Experience Management" by Bruhn and Hadwich, the topic of "customer centricity" has reached a high level of relevance. Time for a dialog with Manfred Bruhn.
Above all, it is time for a comprehensive change of perspective in marketing logic: away from the Goods and Service Dominant Logic and towards the Customer Dominant Logic! This changes the perspective and creates a new USP for marketing. The prerequisite for this is the departure from old habits of thought.