The Service-Dominant Logic of Marketing

The Service-Dominant Logic of Marketing
Author :
Publisher : Routledge
Total Pages : 468
Release :
ISBN-10 : 9781317454649
ISBN-13 : 1317454642
Rating : 4/5 (49 Downloads)

Book Synopsis The Service-Dominant Logic of Marketing by : Robert F. Lusch

Download or read book The Service-Dominant Logic of Marketing written by Robert F. Lusch and published by Routledge. This book was released on 2014-12-18 with total page 468 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.


The Service-Dominant Logic of Marketing Related Books

The Service-Dominant Logic of Marketing
Language: en
Pages: 468
Authors: Robert F. Lusch
Categories: Business & Economics
Type: BOOK - Published: 2014-12-18 - Publisher: Routledge

DOWNLOAD EBOOK

Expanding on the editors' award-winning article "Evolving to a New Dominant Logic for Marketing," this book presents a challenging new paradigm for the marketin
Service-Dominant Logic
Language: en
Pages: 253
Authors: Robert F. Lusch
Categories: Business & Economics
Type: BOOK - Published: 2014-01-30 - Publisher: Cambridge University Press

DOWNLOAD EBOOK

In 2004, Robert F. Lusch and Stephen L. Vargo published their groundbreaking article on the evolution of marketing theory and practice toward 'service-dominant
The SAGE Handbook of Service-Dominant Logic
Language: en
Pages: 801
Authors: Stephen L. Vargo
Categories: Business & Economics
Type: BOOK - Published: 2018-10-08 - Publisher: SAGE

DOWNLOAD EBOOK

The SAGE Handbook of Service-Dominant Logic, edited by Robert Lusch and Stephen Vargo, is an authoritative guide to scholars across disciplines who are conducti
The Routledge Handbook of Service Research Insights and Ideas
Language: en
Pages: 620
Authors: Eileen Bridges
Categories: Business & Economics
Type: BOOK - Published: 2020-04-02 - Publisher: Routledge

DOWNLOAD EBOOK

The Routledge Handbook of Service Research Insights and Ideas offers authoritative coverage of current scholarship in the expanding discipline of service resear
The Palgrave Handbook of Servitization
Language: en
Pages: 552
Authors: Marko Kohtamäki
Categories: Business & Economics
Type: BOOK - Published: 2021-07-26 - Publisher: Springer Nature

DOWNLOAD EBOOK

Manufacturers have shifted their focus from products to smart solutions in search of higher returns and additional growth opportunities. This shift, described a