The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions

by Robert F. Lusch, Stephen L. Vargo

Overview

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.

Product Details

ISBN-13:	9780765614902
Publisher:	Taylor & Francis
Publication date:	05/15/2006
Pages:	468
Product dimensions:	7.00(w) x 10.00(h) x (d)

About the Author

Robert F. Lusch, Stephen L. Vargo

Table of Contents

Foreword, Ruth N. Bolton, Foreword, Frederick E. Webster, Jr, Preface, Part I. Foundational Aspects of the Service-Dominant Logic of Marketing, Part II. Dialog: The Centrality of Resources, Part III. Co-production, Collaboration, and Other Value-Creating Processes, Part IV. Liberating Views on Value and Marketing Communication, Part V. Alternative Logics, Part VI. Moving Forward with a Service-Dominant Logic of Marketing, About the Editors and Contributors, Index