Service-Dominant Logic of Marketing

Services Marketing
Knowledge Center

 
Services Marketing > Forum

New Topic


Antonio Rebelo
Portugal
Service-Dominant Logic is a new logic in marketing in which a service view substitutes the traditional, historic goods view. Service-Dominant (S-D) Logic is a mindset for a unified understanding of the purpose and nature of organizations, markets and society. The foundational proposition of S-D logic is that organizations, markets, and society are fundamentally concerned with exchange of service—the applications of competences (knowledge and skills) for the benefit of a party. That is, service is exchanged for service; all firms are service firms; all markets are centered on the exchange of service, and all economies and societies are service based. Consequently, marketing thought and practice should be grounded in service logic, principles and theories. In line with S-D logic, it follows that instead of service marketing “breaking free” from goods marketing, as has been the pursuit of the services marketing sub-discipline for the last several decades, all of marketing needs to br (...) Read more? Sign up for free

 

More on Services Marketing
Summary
Forum
7 P's or Sustainable Competitive Advantage
Extra Marketing Mix P - Performance
Extra Marketing Mix P - Publicity
Use only P's that can be Controlled / Influenced!
Alternate 7 Ps instead of Those of the Extended Marketing Mix
Extra Marketing Mix P: Patience
Extra Marketing Mix P: Planning
🔥3 Extra Marketing Mix P's for the Changing World
Extra Marketing Mix P: Positioning
Extra Marketing Mix P - Politics
Extra Marketing Mix P: Power
Keep Marketing Plan Simple
Marketing Mix - when to choose what??
Extra Marketing Mix P - Perception
Extra Marketing Mix P - Principles
Extra Marketing Mix P - Product Innovation
Service-Dominant Logic of Marketing
Addition of PEOPLE to the Marketing Mix is Important
Extra Marketing Mix P: Positive
Best Practices
From 7 P's to 7 C's of Marketing
What is Physical Evidence in Extended Marketing Mix?
Which Marketing Mix P is most Important? Prioritising the 7 P's...
When Should we Use the Extended Marketing Mix (7Ps) instead of the Traditional Marketing Mix (4Ps)?
Extra Marketing Mix P - Packaging
P's of marketing mix
Is the Customer Always Right?
Extra Marketing Mix P - Pace
What about Customers??
Special Interest Group

Are you interested in Services Marketing? Sign up for free

Notify your students

Copy this into your study materials:

and add a hyperlink to:

Link to this discussion

Copy this HTML code to your web site:


Services Marketing
Knowledge Center

 


About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
© 2021 12manage - The Executive Fast Track. V15.8 - Last updated: 25-2-2021. All names ™ of their owners.