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The Service-Dominant Logic of Marketing: Dialog, Debate, And Directions Paperback – February 28, 2006


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Product Details

  • Paperback: 449 pages
  • Publisher: M.E.Sharpe (February 28, 2006)
  • Language: English
  • ISBN-10: 076561491X
  • ISBN-13: 978-0765614919
  • Product Dimensions: 1 x 6.8 x 9.8 inches
  • Shipping Weight: 1.8 pounds (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Best Sellers Rank: #1,616,833 in Books (See Top 100 in Books)

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2 of 2 people found the following review helpful By Robert W. on October 7, 2011
Format: Paperback Verified Purchase
In advertising one of the long held axioms is "Don't sell the drill. Sell the hole the customer will make with the drill." This book present the conceptual truth behind that wisdom. Of course, this is a gross oversimplification of what's presented.

The tremendous implications Service Dominant Logic on marketing strategy, branding, competition and many other aspects of business cannot be overestimated. Even those things traditionally considered goods, including homes, cars, commodities, food and heavy equipment, are in fact service deliver systems. for example a sports car provides transportation, security and self esteem services. Based on this solid logic, failure to recognize that everything is a service at heart can only result in a business lagging behind its competitors.

Whether you are an academic trying to stay aware of the latest trends in the literature or a business person trying to gain a leg up on your competition, these insights are key.

It's a great book to read along side Marketing Theory: Foundations, Controversy, Strategy, Resource - Advantage Theory
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