Product Description
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… More >>
The Service-Dominant Logic of Marketing: Dialog, Debate, And Directions
Tags: benefit, business strategy, competencies, discipline, dominant logic, editors, Marketing, new paradigm, relationship, strategy service