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

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

Unknown Author

4.9/5 (9959 ratings)

Description: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.We have made it easy for you to find a PDF Ebooks without any digging. And by having access to our ebooks online or by storing it on your computer, you have convenient answers with The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions. To get started finding The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions, you are right to find our website which has a comprehensive collection of manuals listed.
Our library is the biggest of these that have literally hundreds of thousands of different products represented.

Pages: 449

Format: PDF, EPUB & Kindle Edition

Publisher: Routledge

Release: 2014

ISBN: 1317454642

Description: 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.We have made it easy for you to find a PDF Ebooks without any digging. And by having access to our ebooks online or by storing it on your computer, you have convenient answers with The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions. To get started finding The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions, you are right to find our website which has a comprehensive collection of manuals listed.
Our library is the biggest of these that have literally hundreds of thousands of different products represented.

Special Offer | $0.00

Special Offer! | $0.00

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

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

More Books

Service-Dominant Logic

Service-Dominant Logic

The Service-dominant Logic of Marketing

The Service-dominant Logic of Marketing

The SAGE Handbook of Service-Dominant Logic

The SAGE Handbook of Service-Dominant Logic

A New Paradigm in Marketing – The Service Dominant Logic: Academia’s Reactions to the Theory of Vargo and Lusch

A New Paradigm in Marketing – The Service Dominant Logic: Academia’s Reactions to the Theory of Vargo and Lusch

Service-Dominant Logic Second Edition

Service-Dominant Logic Second Edition

Service Dominant Logic A Complete Guide - 2020 Edition

Service Dominant Logic A Complete Guide - 2020 Edition

The Service Dominant Logic of Marketing

The Service Dominant Logic of Marketing

The Routledge Handbook of Service Research Insights and Ideas

The Routledge Handbook of Service Research Insights and Ideas

The Marketing of Service-Dominant Logic

The Marketing of Service-Dominant Logic