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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.
The book features 9 previously published journal articles written by Christian Gronroos between 1979 to date. Four of the articles will be on service marketing and four on relationship marketing, which emphasize his knowledge and expertise in the field of service, and relationship marketing during the last 27 years. The articles build to form a clear picture of the continuous development of the field, leading to a synthesis article and a comprehensive concluding chapter. The author offers an alternative to the mainstream marketing mix logic and has consistently pursued the search for an alternative logic for marketing.
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.
The Marketing Book is everything you need to know but were afraid to ask about marketing. Divided into 25 chapters, each written by an expert in their field, it's a crash course in marketing theory and practice. From planning, strategy and research through to getting the marketing mix right, branding, promotions and even marketing for small to medium enterprises. This classic reference from renowned professors Michael Baker and Susan Hart was designed for student use, especially for professionals taking their CIM qualifications. Nevertheless, it is also invaluable for practitioners due to its modular approach. Each chapter is set out in a clean and concise way with plenty of diagrams and examples, so that you don't have to dig for the information you need. Much of this long-awaited seventh edition contains brand new chapters and a new selection of experts to bring you bang up to date with the latest in marketing thought. Also included are brand new content in direct, data and digital marketing, and social marketing. If you're a marketing student or practitioner with a question, this book should be the first place you look.
This Handbook discusses the main issues, research, and theory on business and the natural environment, and how they impact on different business functions and disciplines
The SAGE Handbook of Service-Dominant Logic, edited by Robert Lusch and Stephen Vargo, is an authoritative guide to scholars across disciplines who are conducting or wish to conduct research on S-D logic.
Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory. Divided into six parts, the Handbook covers the historical development of marketing theory; its philosophical underpinnings; major theoretical debates; the impact of theory on representations of the consumer; the impact of theory on representations of the marketing organisation and contemporary issues in marketing theory.
Humanistic Marketing is a response to the currently growing mega-trend call for rethinking marketing. The book organizes current thinking around the problems of marketing theory and practice as well as solutions and ways forward, providing a diverse exploration of the position of marketing in the face of challenges for societal transformation.
Defining Management charts the expansion of management as an idea and practice from a time when it was limited to churches and households to its current ubiquity, focusing in particular on the role of business schools, consultants, and business media in this process. How did an entire industry develop around business schools, consultants, and business media who are now widely considered the authorities regarding best management practice? This book shows how these actors – on their own and in interaction – became taken-for-granted and gained such definitional power over management and managers, expanded across the globe from often modest and not always respected origins, and impacted, and continue to impact businesses and, increasingly, the broader economic and social context. Building on extant and some new research, the book is unique in bringing together issues and actors that have been examined elsewhere separately. Any student or professional of management interested in the evolution of their field or the rise of business schools, consultants and business media will find this book both novel and thought-provoking.