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Service-dominant logic — a guiding framework for inbound marketing

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Marketing Review St. Gallen

Abstract

With the rise of a network economy, customers are part of an extended enterprise and co-producers of the firm’s marketing. Enterprises need to learn not to fear it but embrace it as a healthy part of a highly networked market economy. Inbound marketing is made more effective, efficient and whole when your customers are viewed as a partner to be “marketing with” or “co-creators of value”, which is the essence of service-dominant logic.

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Correspondence to Robert F. Lusch.

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Lusch, R.F., Vargo, S.L. Service-dominant logic — a guiding framework for inbound marketing. Thexis 26, 6–10 (2009). https://doi.org/10.1007/s11621-009-0094-6

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