Service-Dominant Logic of Marketing by Robert F. Lusch
Look inside with Google Book Preview
Service-Dominant Logic of Marketing
By Robert F. Lusch

The Service-Dominant Logic of Marketing

Dialog, Debate, and Directions

By (author) See other recent books by Robert F. Lusch See other recent books by Stephen L. Vargo
Format: Hardback

Normal Price: $290.00
Your Price: $261.00 AUD, inc. GST
Shipping: $7.95 per order
You Save: $29.00! (10% off normal price)
Plus...earn $13.05 in Boomerang Bucks
Availability: Available Available, ships in 7-10 days



Service-Dominant Logic of Marketing by Robert F. Lusch

Book Description

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.

Buy Service-Dominant Logic of Marketing book by Robert F. Lusch from Australia's Online Bookstore, Boomerang Books.


Book Details

ISBN: 9780765614902
ISBN-10: 0765614901
Format: Hardback
(254mm x 178mm x 31mm)
Pages: 449
Imprint: M.E. Sharpe
Publisher: Taylor & Francis Inc
Publish Date: 1-Feb-2006
Country of Publication: United States

Other Editions...


Books By Author Robert F. Lusch

Service-Dominant Logic by Robert F. Lusch Service-Dominant Logic, Hardback (January 2014)

The first accessible introduction to the principles and applications of Service-Dominant Logic, written by the world-leading authors of this perspective.

Service-Dominant Logic of Marketing by Robert F. Lusch Service-Dominant Logic of Marketing, Paperback (February 2006)

Presents a challenging paradigm for the marketing discipline, which is service-oriented, customer-oriented, relationship-focused, and knowledge-based, and places marketing central to overall business strategy. This work provides a comprehensive marketing theory that challenges both modern thinking and marketing practice.

» View all books by Robert F. Lusch

Reviews

» Have you read this book? We'd like to know what you think about it - write a review about Service-Dominant Logic of Marketing book by Robert F. Lusch and you'll earn 50c in Boomerang Bucks loyalty dollars (you must be a member - it's free to sign up!)

Write a book review


Boomerang Bucks close

For every $20 you spend on books, you will receive $1 in Boomerang Bucks loyalty dollars. You can use your Boomerang Bucks as a credit towards a future purchase from Boomerang Books. Note that you must be a Member (free to sign up) and that conditions do apply.

Recent books by Robert F. Lusch close
Service-Dominant Logic by Robert F. Lusch
Service-Dominant Logic by Robert F. Lusch
Service-Dominant Logic of Marketing by Robert F. Lusch
»
Recent books by Stephen L. Vargo close
Service-Dominant Logic by Stephen L. Vargo
Service-Dominant Logic by Stephen L. Vargo
Service-Dominant Logic of Marketing by Stephen L. Vargo
Service-Dominant Logic of Marketing by Stephen L. Vargo
»
BoomerangBooks.com.au close