The Service-Dominant Logic of Marketing

Dialog, Debate, and Directions

Business & Finance, Career Planning & Job Hunting, Labor
Cover of the book The Service-Dominant Logic of Marketing by Robert F. Lusch, Stephen L. Vargo, Taylor and Francis
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Author: Robert F. Lusch, Stephen L. Vargo ISBN: 9781317454632
Publisher: Taylor and Francis Publication: December 18, 2014
Imprint: Routledge Language: English
Author: Robert F. Lusch, Stephen L. Vargo
ISBN: 9781317454632
Publisher: Taylor and Francis
Publication: December 18, 2014
Imprint: Routledge
Language: English

Expanding on the editors' award-winning article "Evolving to a New Dominant Logic for Marketing," this book presents a challenging new paradigm for the marketing discipline. This new paradigm is service-oriented, customer-oriented, relationship-focused, and knowledge-based, and places marketing, once viewed as a support function, central to overall business strategy. Service-dominant logic defines service as the application of competencies for the benefit of another entity and sees mutual service provision, rather than the exchange of goods, as the proper subject of marketing. It moves the orientation of marketing from a "market to" philosophy where customers are promoted to, targeted, and captured, to a "market with" philosophy where the customer and supply chain partners are collaborators in the entire marketing process. The editors elaborate on this model through an historical analysis, clarification, and extension of service-dominant logic, and distinguished marketing thinkers then provide further insight and commentary. The result is a more comprehensive and inclusive marketing theory that will challenge both current thinking and marketing practice.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Expanding on the editors' award-winning article "Evolving to a New Dominant Logic for Marketing," this book presents a challenging new paradigm for the marketing discipline. This new paradigm is service-oriented, customer-oriented, relationship-focused, and knowledge-based, and places marketing, once viewed as a support function, central to overall business strategy. Service-dominant logic defines service as the application of competencies for the benefit of another entity and sees mutual service provision, rather than the exchange of goods, as the proper subject of marketing. It moves the orientation of marketing from a "market to" philosophy where customers are promoted to, targeted, and captured, to a "market with" philosophy where the customer and supply chain partners are collaborators in the entire marketing process. The editors elaborate on this model through an historical analysis, clarification, and extension of service-dominant logic, and distinguished marketing thinkers then provide further insight and commentary. The result is a more comprehensive and inclusive marketing theory that will challenge both current thinking and marketing practice.

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