The service-dominant logic of marketing: dialog, debate, and directions
Saved in:
| Format: | Book |
|---|---|
| Language: | English |
| Published: |
Armonk, N.Y. [u.a.]
Sharpe [u.a.]
2006
|
| Subjects: | |
| Online Access: | Table of contents Inhaltsverzeichnis Klappentext |
| Item Description: | Hier auch später erschienene, unveränd. Nachdr. Includes bibliographical references and index |
| Physical Description: | XVIII, 449 S. graph. Darst. |
| ISBN: | 076561491X 9780765614919 9780765614902 |
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| 245 | 1 | 0 | |a The service-dominant logic of marketing |b dialog, debate, and directions |c Robert F. Lusch ... eds. |
| 264 | 1 | |a Armonk, N.Y. [u.a.] |b Sharpe [u.a.] |c 2006 | |
| 300 | |a XVIII, 449 S. |b graph. Darst. | ||
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| 500 | |a Includes bibliographical references and index | ||
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| 650 | 4 | |a Marketing - Philosophie | |
| 650 | 4 | |a Marketing relationnel | |
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| 650 | 4 | |a Service à la clientèle | |
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| adam_text | CONTENTS
Foreword, Ruth N. Bolton ix
Foreword, Frederick E. Webster, Jr. xiii
Preface xvii
Part I. Foundational Aspects of the Service Dominant Logic of Marketing 1
1. Evolving to a New Dominant Logic for Marketing 3
Stephen L. Vargo and Robert F. Lusch
2. Historical Perspectives on Service Dominant Logic 29
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 43
4. How New, How Dominant?
Sidney J. Levy 57
Part II. Dialog: The Centrality of Resources 65
5. The Service Dominant Logic of Marketing: Theoretical Foundations,
Pedagogy, and Resource Advantage Theory
Shelby D. Hunt and Sreedhar Madhavaram 67
6. Achieving Advantage with a Service Dominant Logic
George Day 85
7. Toward a Cultural Resource Based Theory of the Customer
Eric J. Arnould, Linda L. Price, and Avinash Malshe 91
v
i
vi CONTENTS
Part III. Co production, Collaboration, and Other
Value Creating Processes 105
8. Co creating the Voice of the Customer
Bernie Jaworski and Ajay K. Kohli 109
9. Co producers and Co participants in the Satisfaction Process: ;
Mutually Satisfying Consumption 118
Richard L. Oliver
10. Co production of Services: A Managerial Extension
Michael Etgar 128
11. Striving for Integrated Value Chain Management Given
a Service Dominant Logic for Marketing
Daniel J. Flint and John T. Mentzer 139
12. Cross Functional Business Processes for the Implementation
of Service Dominant Logic
Douglas M. Lambert and Sebastian J. Garcia Dastugue 150
13. Customers as Co producers: Implications for Marketing Strategy
Effectiveness and Marketing Operations Efficiency
Kartik Kalaignanam and Rajan Varadarajan 166
Part IV. Liberating Views on Value and Marketing Communication 181
14. Marketing s Service Dominant Logic and Customer Value
Robert B. Woodruff and Daniel J. Flint 183
15. From Entities to Interfaces: Delineating Value in Customer Firm Interactions
Pierre Berthon and Joby John 196
16. ROSEPEKICECIVECI versus CCV: The Resource Operant, Skills Exchanging,
Performance Experiencing, Knowledge Informed, Competence Enacting,
Co producer Involved, Value Emerging, Customer Interactive View
of Marketing versus the Concept of Customer Value: I Can Get
It for You Wholesale
Morris B. Holbrook 208
17. Introducing a Dialogical Orientation to the Service Dominant Logic
of Marketing
David Ballantyne and Richard J. Varey 224
CONTENTS vii
18. How Integrated Marketing Communication s Touchpoints Can Operationalize
the Service Dominant Logic
Tom Duncan and Sandra Moriarty 236
Part V. Alternative Logics 245
19. The Market as a Sign System and the Logic of the Market
Alladi Venkatesh, Lisa Penaloza, and A. Fuat Firat 251
20. Examining Marketing Scholarship and the Service Dominant Logic
William L. Wilkie and Elizabeth S. Moore 266
21. Some Societal and Ethical Dimensions of the Service Dominant Logic
Perspective of Marketing
Gene R. Laczniak 279
22. The New Dominant Logic of Marketing: Views of the Elephant
Tim Ambler 286
23. More Dominant Logics for Marketing: Productivity and Growth
Donald R. Lehmann 296
24. An Economics Based Logic for Marketing
Thorbj0rn Knudsen 302
25. From Goods toward Service Centered Marketing: Dangerous Dichotomy
or an Emerging Dominant Logic?
Roderick J. Brodie, Jaqueline Pels, and Michael Saren 307
26. The Service Dominant Logic for Marketing: A Critique
Ravi S. Achrol and Philip Kotler 320
Part VI. Moving Forward with a Service Dominant Logic of Marketing 335
27. Many to Many Marketing as Grand Theory: A Nordic School Contribution
Evert Gummesson 339
28. What Can a Service Logic Offer Marketing Theory?
Christian Gronroos 354
29. Going beyond the Product: Defining, Designing, and Delivering
Customer Solutions
Mohanbir Sawhney 365
viii CONTENTS
30. How Does Marketing Strategy Change in a Service Based World?
Implications and Directions for Research
Roland T. Rust and Debora Viana Thompson 381
31. Mandating a Services Revolution for Marketing
Stephen W. Brown and Mary Jo Bitner 393 ;
32. Service Dominant Logic as a Foundation for a General Theory
Robert F. Lusch and Stephen L. Vargo 406
About the Editors and Contributors 421
Index 435
ABOUT THIS BOOK
Expanding on the editors award-winning article, Evolving to a New Dominant Logic for Marketing, this book
presents a new paradigm for the marketing discipline. This new paradigm is service-centered, customer-
oriented, relationship-focused, and knowledge-based, and places marketing, once viewed as a support function,
as central to overall business strategy.
Service-dominant logic defines service as the application of competences 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 orientation, 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 thought leaders 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.
|
| adam_txt |
CONTENTS
Foreword, Ruth N. Bolton ix
Foreword, Frederick E. Webster, Jr. xiii
Preface xvii
Part I. Foundational Aspects of the Service Dominant Logic of Marketing 1
1. Evolving to a New Dominant Logic for Marketing 3
Stephen L. Vargo and Robert F. Lusch
2. Historical Perspectives on Service Dominant Logic 29
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 43
4. How New, How Dominant?
Sidney J. Levy 57
Part II. Dialog: The Centrality of Resources 65
5. The Service Dominant Logic of Marketing: Theoretical Foundations,
Pedagogy, and Resource Advantage Theory
Shelby D. Hunt and Sreedhar Madhavaram 67
6. Achieving Advantage with a Service Dominant Logic
George Day 85
7. Toward a Cultural Resource Based Theory of the Customer
Eric J. Arnould, Linda L. Price, and Avinash Malshe 91
v
i
vi CONTENTS
Part III. Co production, Collaboration, and Other
Value Creating Processes 105
8. Co creating the Voice of the Customer
Bernie Jaworski and Ajay K. Kohli 109
9. Co producers and Co participants in the Satisfaction Process: ;
Mutually Satisfying Consumption 118
Richard L. Oliver
10. Co production of Services: A Managerial Extension
Michael Etgar 128
11. Striving for Integrated Value Chain Management Given
a Service Dominant Logic for Marketing
Daniel J. Flint and John T. Mentzer 139
12. Cross Functional Business Processes for the Implementation
of Service Dominant Logic
Douglas M. Lambert and Sebastian J. Garcia Dastugue 150
13. Customers as Co producers: Implications for Marketing Strategy
Effectiveness and Marketing Operations Efficiency
Kartik Kalaignanam and Rajan Varadarajan 166
Part IV. Liberating Views on Value and Marketing Communication 181
14. Marketing's Service Dominant Logic and Customer Value
Robert B. Woodruff and Daniel J. Flint 183
15. From Entities to Interfaces: Delineating Value in Customer Firm Interactions
Pierre Berthon and Joby John 196
16. ROSEPEKICECIVECI versus CCV: The Resource Operant, Skills Exchanging,
Performance Experiencing, Knowledge Informed, Competence Enacting,
Co producer Involved, Value Emerging, Customer Interactive View
of Marketing versus the Concept of Customer Value: "I Can Get
It for You Wholesale"
Morris B. Holbrook 208
17. Introducing a Dialogical Orientation to the Service Dominant Logic
of Marketing
David Ballantyne and Richard J. Varey 224
CONTENTS vii
18. How Integrated Marketing Communication's "Touchpoints" Can Operationalize
the Service Dominant Logic
Tom Duncan and Sandra Moriarty 236
Part V. Alternative Logics 245
19. The Market as a Sign System and the Logic of the Market
Alladi Venkatesh, Lisa Penaloza, and A. Fuat Firat 251
20. Examining Marketing Scholarship and the Service Dominant Logic
William L. Wilkie and Elizabeth S. Moore 266
21. Some Societal and Ethical Dimensions of the Service Dominant Logic
Perspective of Marketing
Gene R. Laczniak 279
22. The New Dominant Logic of Marketing: Views of the Elephant
Tim Ambler 286
23. More Dominant Logics for Marketing: Productivity and Growth
Donald R. Lehmann 296
24. An Economics Based Logic for Marketing
Thorbj0rn Knudsen 302
25. From Goods toward Service Centered Marketing: Dangerous Dichotomy
or an Emerging Dominant Logic?
Roderick J. Brodie, Jaqueline Pels, and Michael Saren 307
26. The Service Dominant Logic for Marketing: A Critique
Ravi S. Achrol and Philip Kotler 320
Part VI. Moving Forward with a Service Dominant Logic of Marketing 335
27. Many to Many Marketing as Grand Theory: A Nordic School Contribution
Evert Gummesson 339
28. What Can a Service Logic Offer Marketing Theory?
Christian Gronroos 354
29. Going beyond the Product: Defining, Designing, and Delivering
Customer Solutions
Mohanbir Sawhney 365
viii CONTENTS
30. How Does Marketing Strategy Change in a Service Based World?
Implications and Directions for Research
Roland T. Rust and Debora Viana Thompson 381
31. Mandating a Services Revolution for Marketing
Stephen W. Brown and Mary Jo Bitner 393 ;
32. Service Dominant Logic as a Foundation for a General Theory
Robert F. Lusch and Stephen L. Vargo 406
About the Editors and Contributors 421
Index 435
ABOUT THIS BOOK
Expanding on the editors' award-winning article, "Evolving to a New Dominant Logic for Marketing," this book
presents a new paradigm for the marketing discipline. This new paradigm is service-centered, customer-
oriented, relationship-focused, and knowledge-based, and places marketing, once viewed as a support function,
as central to overall business strategy.
Service-dominant logic defines service as the application of competences 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" orientation, 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 thought leaders 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. |
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| owner_facet | DE-91G DE-BY-TUM DE-945 DE-19 DE-BY-UBM DE-703 DE-11 DE-2070s DE-188 DE-1051 DE-384 DE-573 DE-739 DE-862 DE-BY-FWS DE-1050 |
| physical | XVIII, 449 S. graph. Darst. |
| publishDate | 2006 |
| publishDateSearch | 2006 |
| publishDateSort | 2006 |
| publisher | Sharpe [u.a.] |
| record_format | marc |
| spellingShingle | The service-dominant logic of marketing dialog, debate, and directions Klantgerichtheid gtt Marketing - Philosophie Marketing relationnel Marketing gtt Service à la clientèle Philosophie Marketing Philosophy Customer services Relationship marketing Dienstleistung (DE-588)4012178-1 gnd Marketingtheorie (DE-588)4168911-2 gnd Kundenmanagement (DE-588)4236865-0 gnd Kundenorientierung (DE-588)4316837-1 gnd |
| subject_GND | (DE-588)4012178-1 (DE-588)4168911-2 (DE-588)4236865-0 (DE-588)4316837-1 (DE-588)4143413-4 |
| title | The service-dominant logic of marketing dialog, debate, and directions |
| title_auth | The service-dominant logic of marketing dialog, debate, and directions |
| title_exact_search | The service-dominant logic of marketing dialog, debate, and directions |
| title_exact_search_txtP | The service-dominant logic of marketing dialog, debate, and directions |
| title_full | The service-dominant logic of marketing dialog, debate, and directions Robert F. Lusch ... eds. |
| title_fullStr | The service-dominant logic of marketing dialog, debate, and directions Robert F. Lusch ... eds. |
| title_full_unstemmed | The service-dominant logic of marketing dialog, debate, and directions Robert F. Lusch ... eds. |
| title_short | The service-dominant logic of marketing |
| title_sort | the service dominant logic of marketing dialog debate and directions |
| title_sub | dialog, debate, and directions |
| topic | Klantgerichtheid gtt Marketing - Philosophie Marketing relationnel Marketing gtt Service à la clientèle Philosophie Marketing Philosophy Customer services Relationship marketing Dienstleistung (DE-588)4012178-1 gnd Marketingtheorie (DE-588)4168911-2 gnd Kundenmanagement (DE-588)4236865-0 gnd Kundenorientierung (DE-588)4316837-1 gnd |
| topic_facet | Klantgerichtheid Marketing - Philosophie Marketing relationnel Marketing Service à la clientèle Philosophie Marketing Philosophy Customer services Relationship marketing Dienstleistung Marketingtheorie Kundenmanagement Kundenorientierung Aufsatzsammlung |
| url | http://www.loc.gov/catdir/toc/ecip0518/2005024992.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014864641&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014864641&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT luschrobertf theservicedominantlogicofmarketingdialogdebateanddirections |
Indexes
Sonderstandort Fakultät
| Call Number: |
2000 QP 620 L968 |
|---|---|
| Copy 1 | nicht ausleihbar Checked out – Due: 31.12.2099 Recall This |