Service-Dominant Logic of Marketing
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€71.99
A01=Robert F. Lusch
A01=Stephen L. Vargo
advanced service marketing theory
advantage
Author_Robert F. Lusch
Author_Stephen L. Vargo
Business Processes
business value networks
Can
Category=KJS
CRM
Cross-functional Processes
customer
Customer Equity
Customer Firm Interactions
Dominant Logic
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
equity
Foundational Premise
INDIRECT EXCHANGE MASKS
institutional theory
Interactive Relativistic Preference Experience
management
marketing communication strategies
Marketing Education
Marketing Exchange
Marketing Performance
Marketing Scholars
Marketing Thought
operand
Operand Resources
operant
Operant Resources
relationship
relationship marketing
resource
Resource Advantage Theory
Resource Based Theory
resource integration
resources
Robert Lusch
Service Dominant Logic
service ecosystems
Superior Financial Performance
Supply Chain Management Processes
theory
Vice Versa
Product details
- ISBN 9780765614919
- Weight: 793g
- Dimensions: 178 x 254mm
- Publication Date: 01 Feb 2006
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Paperback
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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.
Robert F. Lusch, Stephen L. Vargo
