Service-Dominant Logic: Premises, Perspectives, Possibilities.

Lusch, Robert F. and Vargo, Stephen L.

Picture of Service-Dominant Logic: Premises, Perspectives, Possibilities.
The authors present a thorough primer on the principles and applications of service-dominant (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.

$65.95
$3.95

SKU: 9780521124324


Description

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.

Book Details

Author Lusch, Robert F. and Vargo, Stephen L.
Format PB
Publisher Cambridge University Press
Imprint Cambridge University Press
Number of Pages 248
Illustrations 31 b/w illus.
Publish Date 19/11/2009
Catalogue Jan18
Catalogue book number 103