The service-dominant logic of marketing : dialog, debate, and directions
Author(s)
Bibliographic Information
The service-dominant logic of marketing : dialog, debate, and directions
M.E. Sharpe, c2006
- : pbk
- : cloth
Available at 21 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
-
Research Institute for Economics & Business Administration (RIEB) Library , Kobe University図書
: pbk658.8-677088201000037
Note
Includes bibliographical references and index
Description and Table of Contents
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.
Table of Contents
Foreword, Ruth N. Bolton, Foreword, Frederick E. Webster, Jr, Preface, Part I. Foundational Aspects of the Service-Dominant Logic of Marketing, Part II. Dialog: The Centrality of Resources, Part III. Co-production, Collaboration, and Other Value-Creating Processes, Part IV. Liberating Views on Value and Marketing Communication, Part V. Alternative Logics, Part VI. Moving Forward with a Service-Dominant Logic of Marketing, About the Editors and Contributors, Index
by "Nielsen BookData"