The Service-Dominant Logic of Marketing (book)

The Service-Dominant Logic of Marketing is a concept that emphasizes the importance of services and relationships over traditional goods. It suggests that value is co-created through interactions between businesses and customers rather than just being delivered through products. This perspective shifts the focus from simply selling items to fostering ongoing connections, understanding customer needs, and collaborating to create value together. Essentially, it highlights that in today’s marketplace, successful marketing is about delivering experiences and solutions, not just goods.