Service Dominant Logic Of Marketingtrue Debate And Directions
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Service Dominant Logic Of Marketingtrue Debate And Directions
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Author : Lusch
language : en
Publisher:
Release Date :
Service Dominant Logic Of Marketingtrue Debate And Directions written by Lusch and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on with categories.
The Service Dominant Logic Of Marketing
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Author : Robert F. Lusch
language : en
Publisher: Routledge
Release Date : 2014-12-18
The Service Dominant Logic Of Marketing written by Robert F. Lusch and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-12-18 with Business & Economics categories.
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.
A New Paradigm In Marketing The Service Dominant Logic Academia S Reactions To The Theory Of Vargo And Lusch
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Author : Christina Weißenfels
language : en
Publisher: diplom.de
Release Date : 2014-04-01
A New Paradigm In Marketing The Service Dominant Logic Academia S Reactions To The Theory Of Vargo And Lusch written by Christina Weißenfels and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-04-01 with Business & Economics categories.
For virtually all of the 20th century, the paradigm in marketing was founded on early economic thoughts, making goods and exchanges the focal point of economic research and practice. In the 1980s and 1990s, scholars called for a paradigm shift, but did not deliver clear directives on how to move forward. It was not before 2004 when Stephen L. Vargo and Robert F. Lusch published their award-winning article Evolving to a New Dominant Logic for Marketing in the Journal of Marketing, dealing with a potentially new paradigm for marketing. The publication has caused a lot of discussions, crowned by a collection of essays from more than 50 scholars in 2006. This book aims at looking into the reactions and discussions regarding the proposed service-dominant logic in more detail. So far, no comprehensive overview of the existing literature has yet been made. This book will introduce the basic ideas of the service-dominant logic, followed by a detailed state-of-literature. The last part of the book will examine whether the concepts of a service-dominant logic display similarities with concepts of B2B marketing and whether they could successfully be adopted in B2B markets.
The Sage Handbook Of Service Dominant Logic
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Author : Stephen L. Vargo
language : en
Publisher: SAGE
Release Date : 2018-10-08
The Sage Handbook Of Service Dominant Logic written by Stephen L. Vargo and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-10-08 with Business & Economics categories.
Service-Dominant Logic presents a major paradigm shift in thinking about value creation and markets, moving from a ‘goods/product’ logic to a logic that treats the process of service provision as the basis of all exchange, both commercial and social. This timely Handbook brings together chapters written by a stellar cast of expert authors from around the globe, arranged around eleven core themes, to provide a comprehensive overview of key issues, developments, debates and potential future directions for this dynamic field of study: Part 1: Introduction and Background Part 2: Value Cocreation Part 3: Service Exchange Part 4: Service Ecosystems Part 5: Institutions and Institutional Arrangements Part 6: Resources and Resource Integration Part 7: Actors and Practices Part 8: Innovation Part 9: Midrange Theory Part 10: Selected Applications Part 11: Reflections and Prospects This Handbook is an essential reference text for scholars, students, consultants and advanced practitioners across a wide range of business & management practices and academic disciplines.
An Introduction To Service Dominant Logic
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Author : Robert F. Lusch
language : en
Publisher: Cambridge University Press
Release Date : 2014-01-30
An Introduction To Service Dominant Logic written by Robert F. Lusch and has been published by Cambridge University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-01-30 with Business & Economics categories.
The first accessible introduction to the principles and applications of Service-Dominant Logic, written by the world-leading authors of this perspective.
Service Dominant Logic
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Author : Melissa Akaka
language : en
Publisher:
Release Date : 2022
Service Dominant Logic written by Melissa Akaka and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022 with Marketing research categories.
Service-dominant (S-D) logic is a way of thinking about how people and societies survive and thrive through the exchange of service. This alternative way of thinking about how value is created in markets extends beyond the exchange of money for goods. S-D logic's emphasis on social aspects and processes of value creation can inform a variety of managerial decisions in areas such as marketing research, innovation, and experience design.
Cyber Physical Systems
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Author : Ramesh Poonia
language : en
Publisher: Academic Press
Release Date : 2021-10-30
Cyber Physical Systems written by Ramesh Poonia and has been published by Academic Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-10-30 with Computers categories.
Cyber-Physical Systems: AI and COVID-19 highlights original research which addresses current data challenges in terms of the development of mathematical models, cyber-physical systems-based tools and techniques, and the design and development of algorithmic solutions, etc. It reviews the technical concepts of gathering, processing and analyzing data from cyber-physical systems (CPS) and reviews tools and techniques that can be used. This book will act as a resource to guide COVID researchers as they move forward with clinical and epidemiological studies on this outbreak, including the technical concepts of gathering, processing and analyzing data from cyber-physical systems (CPS). The major problem in the identification of COVID-19 is detection and diagnosis due to non-availability of medicine. In this situation, only one method, Reverse Transcription Polymerase Chain Reaction (RT-PCR) has been widely adopted and used for diagnosis. With the evolution of COVID-19, the global research community has implemented many machine learning and deep learning-based approaches with incremental datasets. However, finding more accurate identification and prediction methods are crucial at this juncture. Offers perspectives on the design, development and commissioning of intelligent applications Provides reviews on the latest intelligent technologies and algorithms related to the state-of-the-art methodologies of monitoring and mitigation of COVID-19 Puts forth insights on how future illnesses can be supported using intelligent corona virus monitoring techniques
Marketing Theory
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Author : Shelby D. Hunt
language : en
Publisher: Routledge
Release Date : 2014-12-18
Marketing Theory written by Shelby D. Hunt and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-12-18 with Business & Economics categories.
One of the true classics in Marketing is now thoroughly revised and updated. "Marketing Theory" is both evolutionary and revolutionary. As in earlier editions, Shelby Hunt focuses on the marketing discipline's multiple stakeholders. He articulates a philosophy of science-based 'tool kit' for developing and analyzing theories, law-like generalizations, and explanations in marketing science. Hunt adds a new dimension to the book, however, by developing arguments for the position that Resource-Advantage Theory provides the foundation for a general theory of marketing and a theoretical foundation for business and marketing strategy. Also new to this edition are four chapters adapted and updated from Hunt's "Controversy in Marketing Theory" that analyze the 'philosophy debates' within the field, including controversies with respect to scientific realism, qualitative methods, truth, and objectivity.
Launch Advertising And Promotion In Real Time
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Author : Michael Solomon
language : en
Publisher: Flat World Knowledge
Release Date : 2009
Launch Advertising And Promotion In Real Time written by Michael Solomon and has been published by Flat World Knowledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with Advertising categories.
Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism & mass communication students. This textbook is the first of its kind to teach advertising concepts by reverse engineering a real advertising campaign from beginning to end. In April 2007, SS+K, an innovative New York City communications agency, launched the first ever branding campaign for msnbc.com with the tag "A Fuller Spectrum of News." Launch! follows that campaign from initial agency pitch through roll-out of print and media assets to post-campaign analysis. Throughout, it exposes readers to the theory and concepts of advertising and promotion, and the personalities and decisions that drove this campaign. The book takes a rare look "behind the curtain" - even letting you see some of the paths not chosen by the agency and client. Students get a realistic sense of how theory plays out in practice, and get a flavor for the exciting field of advertising and promotion. And, they consistently learn the perspectives of both the advertising agency (where many journalism and communications students will work) and the client (where many marketing majors will work). This is a unique book, with a unique perspective, by a unique author team, and you won't find this kind of insight in any other text on the market. We think you're going to love it! This textbook has been used in classes at: Ball State University, Emerson College, Florida Institute of Technology, Grand Valley State University, Johnson County Community College, Manchester Business School, McLennan Community College, Michigan State University, North Hennepin Community College, Pierce College, Rochester Institute of Technology, Saint Louis University, Salem State College, South Dakota State University, Texas State University, Texas Tech University, University of New Hampshire, University of North Carolina, University of Notre Dame, University of South Florida, Virginia Tech, Western Kentucky University.
Marketing
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Author : Michael R. Solomon
language : en
Publisher:
Release Date : 2017-01-04
Marketing written by Michael R. Solomon and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-01-04 with Marketing categories.
For undergraduate Principles of Marketing courses. Real people making real choices Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people, who make real marketing decisions, at leading companies every day. Timely, relevant, and dynamic, this reader-friendly text shows students how marketing concepts are implemented, and what they really mean in the marketplace. The 9th Edition presents more information than ever on the core issues every marketer needs to know, including value, analytics and metrics, and ethical and sustainable marketing. And with new examples and assessments, the text helps students actively learn and retain chapter content, so they know what's happening in the world of marketing today. Also available with MyLab Marketing MyLab(TM) Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts. Students, if interested in purchasing this title with MyLab Marketing, ask your instructor for the correct package ISBN and Course ID. Instructors, contact your Pearson representative for more information. Marketing: Real People, Real Choices, 9th Edition is also available via Revel(TM), an interactive learning environment that enables students to read, practice, and study in one continuous experience. Learn more.