1st Edition

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

By Robert F. Lusch, Stephen L. Vargo Copyright 2006
    449 Pages
    by Routledge

    468 Pages
    by Routledge

    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.

    Foreword, Ruth N. Bolton; Foreword, Frederick E. Webster, Jr.; Preface; Part I. Foundational Aspects of Service-Dominant Marketing; 1. Evolving to a New Dominant Logic for Marketing, Stephen L. Vargo and Robert F. Lusch; 2. Historical Perspectives on Service-Dominant Logic, Stephen L. Vargo, Robert F. Lusch, and Fred W. Morgan; 3. Service-Dominant Logic: What It Is, What It Is Not, What It Might Be, Stephen L. Vargo and Robert F. Lusch; 4. How New, How Dominant? Sidney Levy; Part II. The Centrality of Resources; 5. The Service-Dominant Logic of Marketing: Theoretical Foundations, Pedagogy, and Resource-Advantage Theory, Shelby D. Hunt and Sreedhar Madhavaram; 6. Achieving Advantage with a Service-Dominant Logic, George Day; 7. Toward a Cultural Resource-Based Theory of the Customer, Eric J. Arnould, Linda Price, and Avinash Malshe; Part III. Coproduction, Collaboration, and Other Value-Creating Processes; 8. Cocreating the Voice of the Customer, Bernie Jaworski and Ajay K. Kohli; 9. Coproducers and Coparticipants in the Satisfaction Process: Mutually Satisfying Consumption, Richard L. Oliver; 10. Coproduction of Services: A Managerial Extension, Michael Etgar; 11. Striving for Integrated Value Chain Management Given a Service-Dominant Logic for Marketing, Daniel J. Flint and John T. Mentzer; 12. Cross-Functional Business Processes for the Implementation of Service-Dominant Logic, Douglas M. Lambert and Sebastian J. Garcia-Dastugue; 13. Customers as Coproducers: Implications for Marketing Strategy Effectiveness and Marketing Operations Efficiency, Kartik Kalaignana and Rajan Varadarajan; Part IV. Liberating Views on Value and Marketing Communication; 14. Marketing's Service-Dominant Logic and Customer Value, Robert B. Woodruff and Daniel J. Flint; 15. From Entities to Interfaces: Delineating Value in Customer-Firm Interactions, Pierre Berthon and Joby John; 16. ROSEPEKICECIVECI vs. CCV: The Resource-Operant, Skills-Exchanging, Performance-Experiencing, Knowledge-Informed, Competence-Enacting, Coproducer-Involved, Value-Emerging, Customer-Interactive View of Marketing Versus the Concept of Customer Value: "I Can Get It for You Wholesale," Morris B. Holbrook; 17. Introducing a Dialogical Orientation to the Service-Dominant Logic of Marketing, David Ballantyne and Richard J. Varey; 18. How IMC's Touchpoints Can Operationalize Service-Dominant Logic, Tom Duncan and Sandra Moriarty; Part V. Alternative Logics; 19. The Market as a Sign System and the Logic of the Market, Alladi Venkatesh, Lisa Penaloza, and A. Fuat Firat; 20. Examining Marketing Scholarship and the New Dominant Logic, William L. Wilkie and Elizabeth S. Moore; 21. Some Social and Ethical Dimensions of the Service-Dominant Logic Perspective of Marketing, Gene R. Laczniak; 22. The New Dominant Logic of Marketing: Views of the Elephant, Tim Ambler; 23. More Dominant Logics for Marketing: Productivity and Growth, Donald Lehmann; 24. An Economics-Based Logic for Marketing, Thorbjorn Knudsen; 25. From Goods Toward Service-Centered Marketing: Dangerous Dichotomy or an Emerging Dominant Logic, Roderick J. Brodie, Jaqueline Pels, and Michael Saren; 26. The Service-Dominant Logic for Marketing: A Critique, Ravi B. Achrol and Philip Kotler; Part VI. Moving Forward with a Service-Dominant Logic of Marketing; 27. Many-to-Many Marketing as Grand Theory: A Nordic School Contribution, Evert Gummesson; 28. What Can a Service Logic Offer Marketing Theory? Christian Gronroos; 29. Going Beyond the Product: Defining, Designing, and Delivering Customer Solutions, Mohanbir Sawhney; 30. How Does Marketing Strategy Change in a Service-based World? Implications and Directions for Research, Roland T. Rust and Debora Viana Thompson; 31. Mandating a Services Revolution for Marketing, Stephen W. Brown and Mary Jo Bitner; 32. Service-Dominant Logic as a Foundation for Building a General Theory, Robert F. Lusch and Stephen L. Vargo; About the Editors and Contributors; Name Index; Subject Index.


    Robert F. Lusch, Stephen L. Vargo