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North Castle Books

The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions
Edited by: Robert F. Lusch; Stephen L. Vargo

Cloth ISBN: 978-0-7656-1490-2 Paper ISBN: 978-0-7656-1491-9
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USD: $129.95 USD: $59.95
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Available to all countries
Information: 472pp. Tables, figures, references, name index, subject index.
Publication Date: February 2006.  


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 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.

Selected Contents:

Foreword, Ruth N. Bolton
Foreword, Frederick E. Webster, Jr.

Part I. Foundational Aspects of the Service-Dominant Marketing
1. Evolving to a New Dominant Logic for Marketing, Stephen L. Vargo and Robert F. Lusch
2. Historical Perspectives on Service-Dominant Logic, Stephen L. Vargo, Robert F. Lusch, and Fred W. Morgan
3. Service-Dominant Logic: What It Is, What It Is Not, What It Might Be, Stephen L. Vargo and Robert F. Lusch
4. How New, How Dominant?, Sidney J. Levy
Part II. Dialog: The Centrality of Resources
5. The Service-Dominant Logic of Marketing: Theoretical Foundations, Pedagogy, and Resource-Advantage Theory, Shelby D. Hunt and Sreedhar Madhavaram
6. Achieving Advantage with a Service-Dominant Logic, George Day
7. Toward a Cultural Resource-Based Theory of the Customer, Eric J. Arnould, Linda L. Price, and Avinash Malshe
Part III. Co-production, Collaboration, and Other Value-Creating Processes
8. Co-creating the Voice of the Customer, Bernie Jaworski and Ajay K. Kohli
9. Co-producers and Co-participants in the Satisfaction Process: Mutually Satisfying Consumption, Richard L. Oliver
10. Co-production of Services: A Managerial Extension, Michael Etgar
11. Striving for Integrated Value Chain Management Given a Service-Dominant Logic for Marketing, Daniel J. Flint and John T. Mentzer
12. Cross-Functional Business Processes for the Implementation of Service-Dominant Logic, Douglas M. Lambert and Sebastian J. Garcia-Dastugue
13. Customers as Co-producers: Implications for Marketing Strategy Effectiveness and Marketing Operations Efficiency, Kartik Kalaignanam and Rajan Varadarajan
Part IV. Liberating Views on Value and Marketing Communication
14. Marketing's Service-Dominant Logic and Customer Value, Robert B. Woodruff and Daniel J. Flint
15. From Entities to Interfaces: Delineating Value in Customer-Firm Interactions, Pierre Berthon and Joby John
16. ROSEPEKICECIVECI vs. CCV: The Resource-Operant, Skills-Exchanging, Performance-Experiencing, Knowledge-Informed, Competence-Enacting, Co-producer-Involved, Value-Emerging, Customer-Interactive View of Marketing versus the Concept of Customer Value: "I Can Get It for You Wholesale", Morris B. Holbrook
17. Introducing a Dialogical Orientation to the Service-Dominant Logic of Marketing, David Ballantyne and Richard J. Varey
18. How Integrated Marketing Communication's "Touchpoint's" Can Operationalize the Service-Dominant Logic, Tom Duncan and Sandra Moriarty
Part V. Alternative Logics
19. The Market as a Sign System and the Logic of the Market, Alladi Venkatesh, Lisa Pe~naloza, and A. Fuat Firat <>
20. Examining Marketing Scholarship and the Service Dominant Logic, William L. Wilkie and Elizabeth S. Moore
21. Some Societal and Ethical Dimensions of the Service-Dominant Logic Perspective of Marketing, Gene R. Laczniak
22. The New Dominant Logic of Marketing: Views of the Elephant, Tim Ambler
23. More Dominant Logics for Marketing: Productivity and Growth, Donald R. Lehmann
24. An Economics-Based Logic for Marketing, Thorbj/orn Knudsen
25. From Goods- toward Service-Centered Marketing: Dangerous Dichotomy or an Emerging Dominant Logic, Roderick J. Brodie, Jaqueline Pels, and Michael Saren
26. The Service-Dominant Logic for Marketing: A Critique, Ravi S. Achrol and Philip Kotler
Part VI. Moving Forward with a Service-Dominant Logic of Marketing
27. Many-to-Many Marketing as Grand Theory: A Nordic School Contribution, Evert Gummesson
28. What Can a Service Logic Offer Marketing Theory? Christian Gr:onroos
29. Going beyond the Product: Defining, Designing, and Delivering Customer Solutions, Mohanbir Sawhney
30. How Does Marketing Strategy Change in a Service-Based World? Implications and Directions for Research, Roland T. Rust and Debora Viana Thompson
31. Mandating a Services Revolution for Marketing, Stephen W. Brown and Mary Jo Bitner
32. Service-Dominant Logic as a Foundation for General Theory, Robert F. Lusch and Stephen L. Vargo

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