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Evolving to a New Dominant Logic for Marketing

Evolving to a New Dominant Logic for Marketing 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing SAGE

Evolving to a New Dominant Logic for Marketing

Journal of Marketing , Volume 68 (1): 17 – Jan 1, 2004

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References (127)

Publisher
SAGE
Copyright
© 2004 American Marketing Association
ISSN
0022-2429
eISSN
1547-7185
DOI
10.1509/jmkg.68.1.1.24036
Publisher site
See Article on Publisher Site

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.

Journal

Journal of MarketingSAGE

Published: Jan 1, 2004

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