Service-Dominant Logic

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.