The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions

by Lusch,Robert F.

• ISBN13: 9780765614902
• ISBN10: 0765614901
• Format: Hardcover
• Copyright: 2006-05-15
• Publisher: Routledge

Table of Contents

Foreword,	ix
Ruth N. Bolton
Foreword,	xiii
Frederick E. Webster, Jr.
Preface	xvii
Part I. Foundational Aspects of the Service-Dominant Logic of Marketing	1	(64)
1. Evolving to a New Dominant Logic for Marketing	3	(26)
Stephen L. Vargo and Robert F. Lusch
2. Historical Perspectives on Service-Dominant Logic	29	(14)
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	43	(14)
4. How New, How Dominant?
Sidney J. Levy	57	(8)
Part II. Dialog: The Centrality of Resources	65	(40)
5. The Service-Dominant Logic of Marketing: Theoretical Foundations, Pedagogy, and Resource-Advantage Theory
Shelby D. Hunt and Sreedhar Madhavaram	67	(18)
6. Achieving Advantage with a Service-Dominant Logic
George Day	85	(6)
7. Toward a Cultural Resource-Based Theory of the Customer
Eric J. Arnould, Linda L. Price, and Avinash Malshe	91	(14)
Part III. Co-production, Collaboration, and Other Value-Creating Processes	105	(76)
8. Co-creating the Voice of the Customer
Bernie Jaworski and Ajay K. Kohli	109	(9)
9. Co-producers and Co-participants in the Satisfaction Process: Mutually Satisfying Consumption
Richard L. Oliver	118	(10)
10. Co-production of Services: A Managerial Extension
Michael Etgar	128	(11)
11. Striving for Integrated Value Chain Management Given a Service-Dominant Logic for Marketing
Daniel J. Flint and John T. Mentzer	139	(11)
12. Cross-Functional Business Processes for the Implementation of Service-Dominant Logic
Douglas M. Lambert and Sebastián J. Garcia-Dastugue	150	(16)
13. Customers as Co-producers: Implications for Marketing Strategy Effectiveness and Marketing Operations Efficiency
Kartik Kalaignanam and Rajan Varadarajan	166	(15)
Part IV. Liberating Views on Value and Marketing Communication	181	(64)
14. Marketing's Service-Dominant Logic and Customer Value
Robert B. Woodruff and Daniel J. Flint	183	(13)
15. From Entities to Interfaces: Delineating Value in Customer–Firm Interactions
Pierre Berthon and Joby John	196	(12)
16. ROSEPEKICECIVECI versus 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	208	(16)
17. Introducing a Dialogical Orientation to the Service-Dominant Logic of Marketing
David Ballantyne and Richard J. Varey	224	(12)
18. How Integrated Marketing Communication's "Touchpoints" Can Operationalize the Service-Dominant Logic
Tom Duncan and Sandra Moriarty	236	(9)
Part V. Alternative Logics	245	(90)
19. The Market as a Sign System and the Logic of the Market
Alladi Venkatesh, Lisa Peñaloza, and A. Fuat Firat	251	(15)
20. Examining Marketing Scholarship and the Service-Dominant Logic
William L. Wilkie and Elizabeth S. Moore	266	(13)
21. Some Societal and Ethical Dimensions of the Service-Dominant Logic Perspective of Marketing
Gene R. Laczniak	279	(7)
22. The New Dominant Logic of Marketing: Views of the Elephant
Tim Ambler	286	(10)
23. More Dominant Logics for Marketing: Productivity and Growth
Donald R. Lehmann	296	(6)
24. An Economics-Based Logic for Marketing
Thorbjørn Knudsen	302	(5)
25. From Goods- toward Service-Centered Marketing: Dangerous Dichotomy or an Emerging Dominant Logic?
Roderick J. Brodie, Jaqueline Pels, and Michael Saren	307	(13)
26. The Service-Dominant Logic for Marketing: A Critique
Ravi S. Achrol and Philip Kotler	320	(15)
Part VI. Moving Forward with a Service-Dominant Logic of Marketing	335	(86)
27. Many-to-Many Marketing as Grand Theory: A Nordic School Contribution
Evert Gummesson	339	(15)
28. What Can a Service Logic Offer Marketing Theory?
Christian Grönroos	354	(11)
29. Going beyond the Product: Defining, Designing, and Delivering Customer Solutions
Mohanbir Sawhney	365	(16)
30. How Does Marketing Strategy Change in a Service-Based World? Implications and Directions for Research
Roland T. Rust and Debora Viana Thompson	381	(12)
31. Mandating a Services Revolution for Marketing
Stephen W. Brown and Mary Jo Bitner	393	(13)
32. Service-Dominant Logic as a Foundation for a General Theory
Robert F. Lusch and Stephen L. Vargo	406	(15)
About the Editors and Contributors	421	(14)
Index	435