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

More books from Taylor and Francis

Cover of the book Law, Religion and Homosexuality by Robert F. Lusch, Stephen L. Vargo
Cover of the book Captive Images by Robert F. Lusch, Stephen L. Vargo
Cover of the book Social Capital at the Community Level by Robert F. Lusch, Stephen L. Vargo
Cover of the book Emotional Vertigo by Robert F. Lusch, Stephen L. Vargo
Cover of the book The Gates Foundation and the Future of US Public Schools by Robert F. Lusch, Stephen L. Vargo
Cover of the book Sectarianism in the Contemporary Middle East by Robert F. Lusch, Stephen L. Vargo
Cover of the book Epilepsy by Robert F. Lusch, Stephen L. Vargo
Cover of the book Transgender and HIV by Robert F. Lusch, Stephen L. Vargo
Cover of the book Critiques of Everyday Life by Robert F. Lusch, Stephen L. Vargo
Cover of the book Soft Power and US Foreign Policy by Robert F. Lusch, Stephen L. Vargo
Cover of the book The Etruscans and the History of Dentistry by Robert F. Lusch, Stephen L. Vargo
Cover of the book Man Talk by Robert F. Lusch, Stephen L. Vargo
Cover of the book Hazard Mitigation and Preparedness by Robert F. Lusch, Stephen L. Vargo
Cover of the book Asexualities by Robert F. Lusch, Stephen L. Vargo
Cover of the book A History of Egypt from the End of the Neolithic Period to the Death of Cleopatra VII B.C. 30 (Routledge Revivals) by Robert F. Lusch, Stephen L. Vargo
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy