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The Service-dominant Logic of Marketing: Dialog, Debate, and Directions Paperback – February 3, 2006

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Editorial Reviews

About the Author

Stephen L. Vargo is a Shidler Distinguished Professor and Professor of Marketing at the University of Hawai'i at Manoa. Prior to entering academia, Professor Vargo had a career in entrepreneurial business and consulted with many corporations and governmental agencies. Professor Vargo's primary areas of research are marketing theory and thought, and consumers' evaluative reference scales. He has been awarded honorary professorships and has held visiting positions at many leading universities worldwide and is the recipient of major awards for his contributions to marketing theory and thought.

Robert F. Lusch is the James and Pamela Muzzy Chair in Entrepreneurship at the Eller College of Management, University of Arizona. He is past editor of the Journal of Marketing and Chairperson of the American Marketing Association. Professor Lusch's research focuses on marketing strategy and theory with a major focus on the service-dominant logic of marketing. He is the recipient of many awards including the 2013 AMA/Irwin Distinguished Marketing Educator Award.

FREDERICK E. WEBSTER, Jr., is Charles Henry Jones Third Century Professor of Management at the Amos Tuck School of Business Administration at Dartmouth College. An active consultant for many leading firms throughout the United States and abroad, he is also the author of Market-Driven Management: Using the New Marketing Concept to Create a Customer-Oriented Company (Wiley), among other publications. He is also a trustee of the Marketing Science Institute and a past director of the American Marketing Association. --This text refers to the Hardcover edition.
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Product Details

  • Paperback: 449 pages
  • Publisher: Routledge (February 3, 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: #670,678 in Books (See Top 100 in Books)

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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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