ABSTRACT
This chapter explains that within the marketing field, as Stephen L. Vargo and Robert F. Lusch indicate, there are outstanding instances of writings that reflected and influenced the evolving dominant logic of the day. Vargo and Lusch article explains the nature of service-centered dominant logic and how it has converged to be necessary and suitable to this stage in the development of marketing thought. The American Marketing Association publishes in the Marketing News a contemporary redefinition of marketing, arrived at by a group of outstanding marketing thinkers. Dominant logics defines the marketing arise over time in a sequential way; other governing ideas were and are concurrent or are perhaps sub logics that prevail in a particular sphere such as pricing or consumer research. New dominant logics usually assimilate what came before, claiming an insight that is more encompassing. A comprehensive view of brand imagery says that all offerings are brands.
