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In 2004, Robert F. Lusch and Stephen L. Vargo published their groundbreaking article on the evolution of marketing theory and practice toward 'servicedominant (SD) logic', describing the shift from a productcentred view of markets to a serviceled model. Now, in this keenly anticipated book, the authors present a thorough primer on the principles and applications of SD logic. They describe a clear alternative to the dominant worldview of the heavily planned, productionoriented, profitmaximizing firm, presenting a coherent, organizing framework based on ten foundational premises. The foundational premises of SD logic have much wider implications beyond marketing for the future of the firm, transcending different industries and contexts, and will provide readers with a deeper sense of why the exchange of service is the fundamental basis of all social and economic exchange. This accessible book will appeal to students, as well as to researchers and practitioners.
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birth defects, or other reproductive harm.
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