| | |  | | | | Record from Web of Science® | | | | | | |
| Evolving to a new dominant logic for marketing |
|
|
| Author(s): Vargo SL, Lusch RF |
| Source: JOURNAL OF MARKETING Volume: 68 Issue: 1 Pages: 1-17 Published: JAN 2004 |
| Times Cited: 323 References: 110 |
| Abstract: Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of "goods," which usually are manufactured output. The dominant logic focused on tangible resources, embedded value, and transactions. Over the past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the cocreation of value, and relationships. The authors believe that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision rather than goods is fundamental to economic exchange. The authors explore this evolving logic and the corresponding shift in perspective for marketing scholars, marketing practitioners, and marketing educators. |
| Document Type: Review |
| Language: English |
| Reprint Address: Vargo, SL (reprint author), Univ Maryland, Robert H Smith Sch Business, College Pk, MD 20742 USA |
Addresses:
1. Texas Christian Univ, MJ Neeley Sch Business, Ft Worth, TX 76129 USA |
| Publisher: AMER MARKETING ASSOC, 311S WACKER DR, STE 5800, CHICAGO, IL 60606-6629 USA |
| Subject Category: Business |
| IDS Number: 762WR |
| ISSN: 0022-2429 |
|
| | | | | | | | | Record from Web of Science® | | | | | | | | | |