服务主导逻辑
营销
透视图(图形)
价值(数学)
业务
营销组合
服务(商务)
经济
计算机科学
人工智能
机器学习
作者
Stephen L. Vargo,Robert F. Lusch
标识
DOI:10.1509/jmkg.68.1.1.24036
摘要
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.
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