The Service-Dominant Logic of Marketing
Dialog, Debate, and Directions
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Service-Dominant Logic of Marketing by Robert F. Lusch
Book DescriptionExpanding 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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Book DetailsISBN: 9780765614919
(254mm x 178mm x 25mm)
Imprint: M.E. Sharpe
Publisher: Taylor & Francis Inc
Publish Date: 1-Feb-2006
Country of Publication: United States
Books By Author 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, Hardback (February 2006)» View all books by Robert F. Lusch
Presents a paradigm for the marketing discipline that is service-oriented, customer-oriented, relationship-focused, and knowledge-based, and places marketing, once viewed as a support function, central to overall business strategy. This book elaborates on this model to provide insight and commentary.
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