000			01747nam a2200205Ia 4500
999			_c343823 _d343823
008			150407s9999 xx 000 0 und d
020			_a9788120330405
082			_a658.812
100			_a Lusch, Robert F.
245			_aThe service-dominant logic of marketing : dialog, debate, and directions
260			_bPrentic Hall of India _aNew Delhi _c2006
300			_axviii,449
520			_a "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."
650			_aRelationship marketing
650			_aMarketing
650			_aPhilosophy
650			_a Customer services
700			_aVargo, Stephen L.[ ed.]
942			_2ddc _cB