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Books > Business & Economics > Business & management > Sales & marketing
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Service-Dominant Logic - Premises, Perspectives, Possibilities (Paperback, New)
Loot Price: R933
Discovery Miles 9 330
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Service-Dominant Logic - Premises, Perspectives, Possibilities (Paperback, New)
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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.
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