ABSTRACT
The Service-Dominant (S-D) logic thesis gives support to relationship development, knowledge application, and communicative interaction in marketing. This chapter explains dialogical interaction as an ideal form of communication within the S-D logic because it supports the potential for co-creation of value and sustainable competitive advantage. Marketing communication is the underlying process through which marketing activity and resources are converted into economic outcomes. The potential for broadening the variety of forms of communicative interaction, from monologue to dialogue, has been developed as a communication matrix. This matrix includes one-way message making, directed to or for a firm's customers and other parties, where to means the basic offering, and for means a more value-added and targeted format. As well, there is recognition of two-way communication with customers and other parties, and also the relatively unexplored zone of potential represented by dialogical interaction, between the focal firm and its customers and other parties.
