In Search of a New Logic for Marketing
In Search of a New Logic for Marketing

Author: Christian Gronroos

Publisher: Wiley

Published: 2008-03-10

Total Pages: 0

ISBN-13: 9780470061299

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The book features 9 previously published journal articles written by Christian Gronroos between 1979 to date. Four of the articles will be on service marketing and four on relationship marketing, which emphasize his knowledge and expertise in the field of service, and relationship marketing during the last 27 years. The articles build to form a clear picture of the continuous development of the field, leading to a synthesis article and a comprehensive concluding chapter. The author offers an alternative to the mainstream marketing mix logic and has consistently pursued the search for an alternative logic for marketing.

The Service-Dominant Logic of Marketing
The Service-Dominant Logic of Marketing

Author: Robert F. Lusch

Publisher: Routledge

Published: 2014-12-18

Total Pages: 468

ISBN-13: 1317454642

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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.

Service-Dominant Logic
Service-Dominant Logic

Author: Robert F. Lusch

Publisher: Cambridge University Press

Published: 2014-01-30

Total Pages: 253

ISBN-13: 1139952021

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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.

The Marketing Book
The Marketing Book

Author: Michael Baker

Publisher: Routledge

Published: 2008-09-10

Total Pages: 684

ISBN-13: 1136356843

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The 6th edition of the best-selling Marketing Book has been extensively updated to reflect changes and trends in current marketing thinking and practice. Taking into account the emergence of new subjects and new authorities, Michael Baker and the new co-editor Susan Hart have overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer. In particular, the 'Marketing Book' now looks at broader range of international issues with a broader group of international contributors. Based, as in previous editions, on seminal articles form thought leaders in each subject the 'Marketing Book 6th edition' is bursting with salient articles. It amounts to an all-embracing one-volume companion to modern marketing thought, ideal for all students of marketing.

The SAGE Handbook of Marketing Theory
The SAGE Handbook of Marketing Theory

Author: Pauline Maclaran

Publisher: SAGE

Published: 2009-12-04

Total Pages: 546

ISBN-13: 144620698X

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Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory. Divided into six parts, the Handbook covers the historical development of marketing theory; its philosophical underpinnings; major theoretical debates; the impact of theory on representations of the consumer; the impact of theory on representations of the marketing organisation and contemporary issues in marketing theory.

The SAGE Handbook of Service-Dominant Logic
The SAGE Handbook of Service-Dominant Logic

Author: Stephen L. Vargo

Publisher: SAGE

Published: 2018-10-08

Total Pages: 801

ISBN-13: 152645548X

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The SAGE Handbook of Service-Dominant Logic, edited by Robert Lusch and Stephen Vargo, is an authoritative guide to scholars across disciplines who are conducting or wish to conduct research on S-D logic.

Contemporary Approaches to Activity Theory: Interdisciplinary Perspectives on Human Behavior
Contemporary Approaches to Activity Theory: Interdisciplinary Perspectives on Human Behavior

Author: Hansson, Thomas

Publisher: IGI Global

Published: 2014-10-31

Total Pages: 440

ISBN-13: 1466666048

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The human mind is best understood when it is studied in the context of meaningful and goal-oriented interactions between individuals and their environment. These internal and external activities help to shape the human consciousness and experience. Contemporary Approaches to Activity Theory: Interdisciplinary Perspectives on Human Behavior is an opportunity to study the complex, socially-oriented contexts of humans by considering the entirety of our environments: cultures, motivations, signs and tools, and various activities. Highlighting strategies in design, educational and work practice, and methodological analysis, this book is an essential reference source for academicians, researchers, and students interested in gaining a thorough understanding of the interaction between humans and their environments.

The SAGE Handbook of Social Marketing
The SAGE Handbook of Social Marketing

Author: Gerard Hastings

Publisher: SAGE

Published: 2011-11-15

Total Pages: 773

ISBN-13: 1473971675

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For the first time, this benchmark handbook brings together a systematic framework and state-of-the-art thinking to provide complete coverage of the social marketing discipline. It presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments by: - examining the defining elements of social marketing, their intellectual origins, evolution, current status and direction of travel; - discussing how these have been used in practice, emphasising emerging areas and recent innovations; and - setting the agenda for future research and development in the discipline. For academics, this book will fill the gap in comprehensive social marketing literature, while being of interest to policymakers and post-graduate marketing and health studies students alike as it explores the idea that tools used to market fast-moving consumer goods and financial services can also be applied to pressing social problems.

Humanistic Marketing
Humanistic Marketing

Author: R. Varey

Publisher: Springer

Published: 2013-11-19

Total Pages: 295

ISBN-13: 1137353295

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Humanistic Marketing is a response to the currently growing mega-trend call for rethinking marketing. The book organizes current thinking around the problems of marketing theory and practice as well as solutions and ways forward, providing a diverse exploration of the position of marketing in the face of challenges for societal transformation.