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.

part |2 pages

Part I. Foundational Aspects of the Service-Dominant Logic of Marketing

chapter 1|26 pages

Evolving to a New Dominant Logic for Marketing

ByStephen L. Vargo, Robert F. Lusch

chapter 2|14 pages

Historical Perspectives on Service-Dominant Logic

ByStephen L. Vargo, Robert F. Lusch, Fred W. Morgan

chapter 3|14 pages

Service-Dominant Logic: What It Is, What It Is Not, What It Might Be

ByStephen L. Vargo, Robert F. Lusch

chapter 4|8 pages

How New, How Dominant?

BySidney J. Levy

part |2 pages

Part II. Dialog: The Centrality of Resources

part |4 pages

Part III. Co-production, Collaboration, and Other Value-Creating Processes

chapter 8|9 pages

Co-creating the Voice of the Customer

ByBernie Jaworski, Ajay K. Kohli

chapter 10|11 pages

Co-production of Services: A Managerial Extension

ByMichael Etgar

part |2 pages

Part IV. Liberating Views on Value and Marketing Communication

chapter 14|13 pages

Marketing’s Service-Dominant Logic and Customer Value

ByRobert B. Woodruff, Daniel J. Flint

chapter 15|12 pages

From Entities to Interfaces: Delineating Value in Customer–Firm Interactions

ByPierre Berthon, Joby John

part |6 pages

Part V. Alternative Logics

chapter 19|15 pages

The Market as a Sign System and the Logic of the Market

ByAlladi Venkatesh, Lisa Peñaloza, A. Fuat Firat

chapter 20|13 pages

Examining Marketing Scholarship and the Service-Dominant Logic

ByWilliam L. Wilkie, Elizabeth S. Moore

chapter 22|10 pages

The New Dominant Logic of Marketing: Views of the Elephant

ByTim Ambler

chapter 23|6 pages

More Dominant Logics for Marketing: Productivity and Growth

ByDonald R. Lehmann

chapter 24|5 pages

An Economics-Based Logic for Marketing

ByThorbjørn Knudsen

chapter 26|15 pages

The Service-Dominant Logic for Marketing: A Critique

ByRavi S. Achrol, Philip Kotler

part |4 pages

Part VI. Moving Forward with a Service-Dominant Logic of Marketing