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

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ISBN: 9780765614919 | 076561491X
Cover: Nonspecific Binding
Copyright: 2/1/2006

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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.

Foreword,

Ruth N. Bolton

Foreword,

Frederick E. Webster, Jr.

xiii

Preface

xvii

Part I. Foundational Aspects of the Service-Dominant Logic of Marketing

(64)

1. Evolving to a New Dominant Logic for Marketing

(26)

Stephen L. Vargo and Robert F. Lusch

2. Historical Perspectives on Service-Dominant Logic

(14)

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

(14)

4. How New, How Dominant? Sidney J. Levy

(8)

Part II. Dialog: The Centrality of Resources

(40)

5. The Service-Dominant Logic of Marketing: Theoretical Foundations, Pedagogy, and Resource-Advantage Theory

Shelby D. Hunt and Sreedhar Madhavaram

(18)

6. Achieving Advantage with a Service-Dominant Logic

George Day

(6)

7. Toward a Cultural Resource-Based Theory of the Customer

Eric J. Arnould, Linda L. Price, and Avinash Malshe

(14)

Part III. Co-production, Collaboration, and Other Value-Creating Processes

105

(76)

8. Co-creating the Voice of the Customer

Bernie Jaworski and Ajay K Kohli

109

(9)

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)

11. Striving for Integrated Value Chain Management Given a Service-Dominant Logic for Marketing

Daniel J. Flint and John T. Mentzer

139

(11)

12. Cross-Functional Business Processes for the Implementation of Service-Dominant Logic

Douglas M. Lambert and Sebastian J. Garcia-Dastugue

150

(16)

13. Customers as Co-producers: Implications for Marketing Strategy Effectiveness and Marketing Operations Efficiency

Kartik Kalaignanam and Rajan Varadarajan

166

(15)

Part IV. Liberating Views on Value and Marketing Communication

181

(64)

14. Marketing's Service-Dominant Logic and Customer Value

Robert B. Woodruff and Daniel J. Flint

183

(13)

15. From Entities to Interfaces: Delineating Value in Customer–Firm Interactions

Pierre Berthon and Jobv John

196

(12)

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

(16)

17. Introducing a Dialogical Orientation to the Service-Dominant Logic of Marketing

David Ballantyne and Richard J. Varey

224

(12)

18. How Integrated Marketing Communication's "Touchpoints" Can Operationalize the Service-Dominant Logic

Tom Duncan and Sandra Moriarty

236

(9)

Part V. Alternative Logics

245

(90)

19. The Market as a Sign System and the Logic of the Market

Alladi Venkatesh, Lisa Peñaloza, and A. Fuat Firat

251

(15)

20. Examining Marketing Scholarship and the Service-Dominant Logic

William L. Wilkie and Elizabeth S. Moore

266

(13)

21. Some Societal and Ethical Dimensions of the Service-Dominant Logic Perspective of Marketing

Gene R. Laczniak

279

(7)

22. The New Dominant Logic of Marketing: Views of the Elephant

Tim Ambler

286

(10)

23. More Dominant Logics for Marketing: Productivity and Growth

Donald R. Lehmann

296

(6)

24. An Economics-Based Logic for Marketing

Thorbjorn Knudsen

302

(5)

25. From Goods- toward Service-Centered Marketing: Dangerous Dichotomy or an Emerging Dominant Logic?

Roderick J. Brodie, Jaqueline Pels, and Michael Saren

307

(13)

26. The Service-Dominant Logic for Marketing: A Critique

Ravi S. Achrol and Philip Kotler

320

(15)

Part VI. Moving Forward with a Service-Dominant Logic of Marketing

335

(86)

27. Many-to-Many Marketing as Grand Theory: A Nordic School Contribution

Evert Gummesson

339

(15)

28. What Can a Service Logic Offer Marketing Theory?

Christian Grönroos

354

(11)

29. Going beyond the Product: Defining, Designing, and Delivering Customer Solutions

Mohanbir Sawhney

365

(16)

30. How Does Marketing Strategy Change in a Service-Based World? Implications and Directions for Research

Roland T. Rust and Debora Viana Thompson

381

(12)

31. Mandating a Services Revolution for Marketing

Stephen W. Brown and Mary Jo Bitner

393

(13)

32. Service-Dominant Logic as a Foundation for a General Theory

Robert F. Lusch and Stephen L. Vargo

406

(15)

About the Editors and Contributors

421

(14)

Index

435

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

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

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Table of Contents

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