The Service-dominant Logic of Marketing: Dialog, Debate, And Directions

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 captures, to a "market with" philosophy where the customer and supply chain partners are collaborators in the entire marketing process.Robert F. Lusch is the author of 'The Service-dominant Logic of Marketing: Dialog, Debate, And Directions', published 2006 under ISBN 9780765614902 and ISBN 0765614901.