Service-Dominant Logic : Premises, Perspectives, Possibilities - Lusch, Robert F.

Service-Dominant Logic : Premises, Perspectives, Possibilities

Robert F. Lusch

Yayınevi: Cambridge University Press

Yayın tarihi: 01/2014

ISBN: 9780521124324

Yazar : Stephen L. Vargo

İngilizce | 250 Sayfa | 17,4x24,61x2,01 cm.

Tür: Satış-Pazarlama

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In 2004, Robert F. Lusch and Stephen L. Vargo published their groundbreaking article on the evolution of marketing theory and practice toward "service-dominant (S-D) logic", describing the shift from a product-centred view of markets to a service-led model. Now, in this keenly anticipated book, the authors present a thorough primer on the principles and applications of S-D logic. They describe a clear alternative to the dominant worldview of the heavily planned, production-oriented, profit-maximizing firm, presenting a coherent, organizing framework based on ten foundational premises. The foundational premises of S-D logic have much wider implications beyond marketing for the future of the firm, transcending different industries and contexts, and will provide readers with a deeper sense of why the exchange of service is the fundamental basis of all social and economic exchange. This accessible book will appeal to students, as well as to researchers and practitioners.

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