ABSTRACT
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.
TABLE OF CONTENTS
part I|64 pages
Foundational Aspects of the Service-Dominant Logic of Marketing
part II|40 pages
Dialog: The Centrality of Resources
chapter 5|18 pages
The Service-Dominant Logic of Marketing
part III|75 pages
Co-Production, Collaboration, and Other Value-Creating Processes
chapter 9|10 pages
Co-Producers and Co-Participants in the Satisfaction Process
chapter 13|14 pages
Customers As Co-Producers
part IV|63 pages
Liberating Views on Value and Marketing Communication
chapter 16|16 pages
Rosepekiceciveci versus CCV
part V|89 pages
Alternative Logics
chapter 25|13 pages
From Goods- Toward Service-Centered Marketing
part VI|86 pages
Moving Forward with a Service-Dominant Logic of Marketing