The Service Dominant Logic of Marketing is popular PDF and ePub book, written by Robert F. Lusch in 2014-12-18, it is a fantastic choice for those who relish reading online the Business & Economics genre. Let's immerse ourselves in this engaging Business & Economics book by exploring the summary and details provided below. Remember, The Service Dominant Logic of Marketing can be Read Online from any device for your convenience.
The Service Dominant Logic of Marketing Book PDF Summary
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.
Detail Book of The Service Dominant Logic of Marketing PDF
- Author : Robert F. Lusch
- Release : 18 December 2014
- Publisher : Routledge
- ISBN : 9781317454632
- Genre : Business & Economics
- Total Page : 676 pages
- Language : English
- PDF File Size : 18,5 Mb
If you're still pondering over how to secure a PDF or EPUB version of the book The Service Dominant Logic of Marketing by Robert F. Lusch, don't worry! All you have to do is click the 'Get Book' buttons below to kick off your Download or Read Online journey. Just a friendly reminder: we don't upload or host the files ourselves.
