Ebook The Service-dominant Logic of Marketing Dialog Debate and Directions Dialog Debate and Directions

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Book Details :
Published on: 2014-12-18
Released on: 2014-12-18
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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. Progress and prospects for event tourism research It was only a few decades ago that event tourism as a phenomenon became established as a recognisable term within the tourism industry and research community ... You & Me 1 2 3 ... Destination Marketing Organizations and destination ... 1. Introduction. Destination marketing is now acknowledged as a pillar of the future growth and sustainability of tourism destinations in an increasingly globalised ... MANAGEMENTUL SERVICIILOR - academiacomerciala.ro managementul serviciilor cap. coninutul serviciilor..... 2 Publications - Service-Dominant Logic Keith A. Joiner Robert F. Lusch (2016) "Evolving to a new service-dominant logic for health care" Innovation and Entrepreneurship in Health Philip Kotler - Faculty - Kellogg School of Management Philip Kotler is the S.C. Johnson & Son Professor of International Marketing at the Kellogg School of Management Northwestern University Evanston Illinois. Touchpoint - Wikipedia A touchpoint can be defined as any way a consumer can interact with a business whether it be person-to-person through a website an app or any form of communication ...
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