The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions

Robert F. Lusch; Stephen L. Vargo; Ruth N. Bolton (foreword); Frederick E. Webster (foreword)

ISBN 10: 0765614901 / ISBN 13: 9780765614902

Editore: M.E. Sharpe, 2006

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Oversized hardcover, x + 449 pages, NOT ex-library. Printed in the USA. Shipping weight over 1kg. One partially faded stamp on side page edges externally. Else clean, untanned, with unmarked text. Boards show uneven sunning. Issued without a dust jacket. Codice articolo 009614

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Titolo: The Service-Dominant Logic of Marketing: ...

Casa editrice: M.E. Sharpe

Data di pubblicazione: 2006

Legatura: Hardcover

Condizione: Very Good

Edizione: 1st Edition

Descrizione articolo

Riassunto:

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.

Informazioni sull?autore:

Robert F. Lusch, Stephen L. Vargo