The Service-dominant Logic of Marketing: Dialog, Debate, and DirectionsExpanding 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. |
Contents
Historical Perspectives on ServiceDominant Logic | 29 |
What It Is What It Is Not What It Might | 43 |
How New How Dominant? | 57 |
Achieving Advantage with a ServiceDominant Logic | 85 |
Toward a Cultural ResourceBased Theory of the Customer | 91 |
ValueCreating Processes | 105 |
A Managerial Extension | 128 |
Striving for Integrated Value Chain Management Given | 139 |
The Market as a Sign System and the Logic of the Market | 251 |
Examining Marketing Scholarship and the ServiceDominant Logic | 266 |
Some Societal and Ethical Dimensions of the ServiceDominant Logic | 279 |
Views of the Elephant | 286 |
Productivity and Growth | 296 |
An EconomicsBased Logic for Marketing | 302 |
A Critique | 320 |
Moving Forward with a ServiceDominant Logic of Marketing | 335 |
CrossFunctional Business Processes for the Implementation | 150 |
Implications for Marketing Strategy | 166 |
Liberating Views on Value and Marketing Communication | 181 |
How Integrated Marketing Communications Touchpoints Can Operationalize | 182 |
Delineating Value in CustomerFirm Interactions | 196 |
The ResourceOperant SkillsExchanging | 208 |
Introducing a Dialogical Orientation to the ServiceDominant Logic | 224 |
Alternative Logics | 245 |
How Does Marketing Strategy Change in a ServiceBased World? | 336 |
What Can a Service Logic Offer Marketing Theory? | 354 |
Defining Designing and Delivering | 365 |
Mandating a Services Revolution for Marketing | 393 |
ServiceDominant Logic as a Foundation for a General Theory | 406 |
About the Editors and Contributors | 421 |
435 | |
Other editions - View all
The Service-dominant Logic of Marketing: Dialog, Debate, and Directions Robert F. Lusch,Stephen L. Vargo No preview available - 2006 |
Common terms and phrases
activities argue brand chapter co-producer competences competitive advantage concept Consumer Research consumption context costs cross-functional customer equity customer relationship customer relationship management customer value customer-firm interactions customer's dialog dominant logic economic entities example exchange experience firm firm's focus focused foundational premises framework function fundamental goal Grönroos Gummesson Harvard Business Review Harvard Business School industry interac involved Journal of Marketing knowledge Logic for Marketing manufacturing Marketing Management marketing mix Marketing Science marketing strategy marketing theory marketing thought marketplace networks offering operand resources operant resources organizations orientation paradigm performance perspective potential Prahalad R-A theory relational relationship management relationship marketing role S-D logic satisfaction seller service provider service-centered view service-dominant logic services marketing shift skills social solutions Stephen L sumer suppliers supply chain management tangible tion tomer touchpoints understanding value chain value creation value propositions value-creation value-in-use Vargo and Lusch vibraphone Zeithaml