Access the full text.
Sign up today, get DeepDyve free for 14 days.
E. Gummesson (1999)
Total relationship marketing: Rethinking marketing management from 4Ps to 30Rs
Wendell Bell, A. Toffler (1982)
The Third Wave.Social Forces, 61
R. Lusch, S. Vargo (2006)
The Service-dominant Logic of Marketing: Dialog, Debate, and Directions
H. Said (2005)
Quality Management in Service Organization, 6
I. Nonaka, H. Takeuchi (2008)
How Japanese Companies Create the Dynamics of Innovation
D. Iacobucci (1996)
Networks in Marketing
Peter Danner (1976)
Sympathy and Exchangeable Value: Keys to Adam Smith's Social PhilosophyReview of Social Economy, 34
Nancy Carlson (2001)
Common Knowledge: How Companies Thrive by Sharing What They KnowJournal of Adult Education, 29
Adam Smith, A. Skinner (1997)
The wealth of nations : books I-III
S. Vargo, Fred Morgan (2005)
Services in Society and Academic Thought: An Historical AnalysisJournal of Macromarketing, 25
C. Grönroos (2000)
Service Management and Marketing: A Customer Relationship Management Approach
R. Lessem, Sudhanshu Palsule (1997)
Managing in Four Worlds: From Competition to Co-Creation
Subrata Biswas (2004)
The Future of Competition: Co-Creating Unique Value with Customers, 12
D. Ford (1997)
Understanding business markets : interaction, relationships and networks
Robert Aitken, D. Ballantyne, P. Osborne, J. Williams (2006)
Introduction to the special issue on the service-dominant logic of marketing: insights from The Otago ForumMarketing Theory, 6
D. Ford (1997)
Understanding Business Markets
S. Vargo, R. Lusch (2004)
Evolving to a New Dominant Logic for MarketingJournal of Marketing, 68
S. L. Vargo, R. F. Lusch (2004)
The four service marketing myths: Remnants of a goods-based manufacturing ModelJournal of Service Research, 6
R. Varey, D. Ballantyne (2006)
Relationship Marketing and the Challenge of Dialogical InteractionJournal of Relationship Marketing, 4
C. Grönroos (2000)
Service management and marketing: A customer relationship approach
S. Vargo, R. Lusch (2004)
The Four Service Marketing MythsJournal of Service Research, 6
A. Smith (1759/2002)
The theory of moral sentiments
J. Jacobs (1992)
Systems of Survival: A Dialogue on the Moral Foundations of Commerce and Politics
Wroe Alderson (1957)
Marketing behavior and executive action : a functionalist approach to marketing theory
J. Sheth, R. Sisodia (2005)
Does Marketing Need Reform?
A. Payne, D. Ballantyne, M. Christopher (2005)
A stakeholder approach to relationship marketing strategy: The development and use of the “six markets” modelEuropean Journal of Marketing, 39
(2006)
Toward a service dominant logic of marketing: Dialog, debate and directions
D. Ballantyne, R. Varey (2006)
Creating value-in-use through marketing interaction: the exchange logic of relating, communicating and knowingMarketing Theory, 6
Richard Normann, R. Ramírez (1993)
From value chain to value constellation: designing interactive strategy.Harvard business review, 71 4
I. Nonaka, H. Takeuchi (1995)
The knowledge-creating company: How Japanese companies create the dynamics of innovation
E. Gummesson (1999)
Total relationship marketing : from the 4Ps-product, price, promotion, place- of traditional marketing management to the 30Rs-the thirty relationships- of the new marketing paradigm
R. Lusch, S. Vargo (2006)
Service-dominant logic: reactions, reflections and refinementsMarketing Theory, 6
R. Ramírez (1999)
Value co-production: intellectual origins and implications for practice and researchStrategic Management Journal, 20
S. Levy (1999)
Symbols for Sale
M. Holbrook (1999)
Consumer Value: A Framework for Analysis and Research
According to Vargo and Lusch (Journal of Marketing, 68:1–17, 2004a, Journal of Service Research, 6:324–335, b), service is the appropriate logic for marketing. For them, service is an interactive process of “doing something for someone” that is valued. More radically, goods also render service and have value-in-use. In this context service becomes the unifying purpose of any business relationship. This marketing world-view involves broadening and reframing what by convention counts as service and stands in opposition to 200 years of mainstream economic logic in explaining productive capacity. In our view they have succeeded in applying their scholarly thinking to old themes with synergistic results. Their thesis challenges marketing orthodoxy, and will in our view support much future innovation in both theoretical and practical terms.
Journal of the Academy of Marketing Science – Springer Journals
Published: Sep 5, 2007
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.