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Service-Dominant Logic (SDL): a Road Map for a Successful Marketing Management

Yıl 2022, Cilt , Sayı 7, 25 - 35, 24.06.2022

Öz

Different schools and approaches have appeared in marketing management since the beginning of the twentieth century due to customers’ attitudes, needs, expectations, and market conditions. Emerging schools generally included some features of the previous theories. Following the emergence of services marketing as a sub-discipline, some scholars believe in the fragmentation of the marketing thought and the obsolescence of the traditional division between goods and services during the last quarter of the previous century. The service-dominant logic (SDL), which mainly focused on the customer value creation concept, was developed by Vargo and Lush in 2004. This conceptual study aims to broadly review the previous works on the service-dominant logic and related subjects, which are customer-centric view, value creation concept, relationship marketing, and promise management, for the last two decades. The service-dominant logic approach and its components being the critical components of the marketing’s future, were also strategically evaluated to guide organizations as a roadmap. This integrated compact study will contribute to the marketing management literature to catch permanent success.

Kaynakça

  • Aaby, N. and McGann, A.F. (1989). Corporate strategy and the role of navigational marketing. European Journal of Marketing, 23(1) 18-31.
  • Biggadike, E.R. (1981). The contributions of marketing to strategic management. Academy of Management Review, 6(4), 621-632.
  • Buttle, F.A. (1998). ‘’Word of mouth: understanding and managing referral marketing. Journal of Strategic Marketing, 6, 241-254.
  • Cameron, K. S., and Quinn, R. E. (1988). Organizational paradox and transformation. In R. E. Quinn & K. S. Cameron (Eds.), Paradox and transformation: Toward a theory of change in organization and management (pp. 1–18). Ballinger Publishing Co/Harper & Row Publishers.
  • Day, G.S. (1994). The Capabilities of market-driven organization. Journal of Marketing,37-52.
  • Demirbas, E.,(2018), An overview on traditional and electronic word of mouth communication(WOM)”, Lectio Socialis, 2(1), 16-26.
  • Ennew, C.T., Banarjee, A.K. and Li.D.(2000). Managing word of mouth communication: empirical evidence from India. The International Journal of Bank Marketing, 18(2),75-84.
  • Halstead, D.(2002). Negative word of mouth: a substitute for a supplement to consumer complaints? Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 15,1-12.
  • Harker, M.J. (1999). Relationship marketing defined? An examination of current relationship marketing definitions. Marketing Intelligence and Planning,17(1),13-20.
  • Harrison-Walker, J.L. (2001). E-complaining: a content analysis of an ınternet complaint forum. Journal of Services Marketing, 15(5), 397-412.
  • Haywood, K.M.(1989). Managing word-of-mouth communications. The Journal of Services Marketing, 3(2), 55-67.
  • Hennig-Thurau,T., Gwinner,K.P., Walsh,G. and Gremler, D.D. (2004). ‘Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the ınternet?. Journal of Interactive Marketing, 18(1), 38-52.
  • Greenly, G.E.(1989). An understanding of marketing strategy. European Journal of Marketing, 23(8), 45-58.
  • Grönroos, C. (2008). Service logic revisited: who creates value and who co-creates”, European Business Review,20(4), 298-314.
  • Grönroos, C. (2010). Relationship marketing as promise management. The Sage Handbook of Marketing Theory, 397-412.
  • Malshe, A. and Sohi, R.S.(2009). What makes strategy-making across the sales-marketing interface more successful? Journal of Academy Marketing Science, 37, 400-421.
  • Möller,K,, Pels,J. and Saren,M. (2010). The marketing theory or theories into marketing?A plurality of research traditions and paradigms. The Sage Handbook of Marketing Theory, 151-173.
  • Ojasalo, K. (1999), Conceptualizing Productivity in Services, Hanken School of Economics Finland/CERS Center for Relationship Marketing and Service Management, Helsinki.
  • Sheth, J.N. and Uslay, C. (2007), Implications of the revised definition of marketing: from exchange to value creation, Journal of Public Policy & Marketing, 26( 2), 302-327.
  • Sheth,J.N. and Parvatiyar,A. (2000), The domain and conceptual foundations of relationship marketing, The Sage Handbook of Relationship Marketing.
  • Sun, T. and Youn, S. and Wu, G. and Kuntaraporn, M.(2006). Online word-of-mouth(or mouse): An exploration of its antecedents and consequences. Journal of Computer-Mediated Communication, 11(4).
  • Vargo,S.L. and Lusch,R.F.(2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17.

Yıl 2022, Cilt , Sayı 7, 25 - 35, 24.06.2022

Öz

Kaynakça

  • Aaby, N. and McGann, A.F. (1989). Corporate strategy and the role of navigational marketing. European Journal of Marketing, 23(1) 18-31.
  • Biggadike, E.R. (1981). The contributions of marketing to strategic management. Academy of Management Review, 6(4), 621-632.
  • Buttle, F.A. (1998). ‘’Word of mouth: understanding and managing referral marketing. Journal of Strategic Marketing, 6, 241-254.
  • Cameron, K. S., and Quinn, R. E. (1988). Organizational paradox and transformation. In R. E. Quinn & K. S. Cameron (Eds.), Paradox and transformation: Toward a theory of change in organization and management (pp. 1–18). Ballinger Publishing Co/Harper & Row Publishers.
  • Day, G.S. (1994). The Capabilities of market-driven organization. Journal of Marketing,37-52.
  • Demirbas, E.,(2018), An overview on traditional and electronic word of mouth communication(WOM)”, Lectio Socialis, 2(1), 16-26.
  • Ennew, C.T., Banarjee, A.K. and Li.D.(2000). Managing word of mouth communication: empirical evidence from India. The International Journal of Bank Marketing, 18(2),75-84.
  • Halstead, D.(2002). Negative word of mouth: a substitute for a supplement to consumer complaints? Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 15,1-12.
  • Harker, M.J. (1999). Relationship marketing defined? An examination of current relationship marketing definitions. Marketing Intelligence and Planning,17(1),13-20.
  • Harrison-Walker, J.L. (2001). E-complaining: a content analysis of an ınternet complaint forum. Journal of Services Marketing, 15(5), 397-412.
  • Haywood, K.M.(1989). Managing word-of-mouth communications. The Journal of Services Marketing, 3(2), 55-67.
  • Hennig-Thurau,T., Gwinner,K.P., Walsh,G. and Gremler, D.D. (2004). ‘Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the ınternet?. Journal of Interactive Marketing, 18(1), 38-52.
  • Greenly, G.E.(1989). An understanding of marketing strategy. European Journal of Marketing, 23(8), 45-58.
  • Grönroos, C. (2008). Service logic revisited: who creates value and who co-creates”, European Business Review,20(4), 298-314.
  • Grönroos, C. (2010). Relationship marketing as promise management. The Sage Handbook of Marketing Theory, 397-412.
  • Malshe, A. and Sohi, R.S.(2009). What makes strategy-making across the sales-marketing interface more successful? Journal of Academy Marketing Science, 37, 400-421.
  • Möller,K,, Pels,J. and Saren,M. (2010). The marketing theory or theories into marketing?A plurality of research traditions and paradigms. The Sage Handbook of Marketing Theory, 151-173.
  • Ojasalo, K. (1999), Conceptualizing Productivity in Services, Hanken School of Economics Finland/CERS Center for Relationship Marketing and Service Management, Helsinki.
  • Sheth, J.N. and Uslay, C. (2007), Implications of the revised definition of marketing: from exchange to value creation, Journal of Public Policy & Marketing, 26( 2), 302-327.
  • Sheth,J.N. and Parvatiyar,A. (2000), The domain and conceptual foundations of relationship marketing, The Sage Handbook of Relationship Marketing.
  • Sun, T. and Youn, S. and Wu, G. and Kuntaraporn, M.(2006). Online word-of-mouth(or mouse): An exploration of its antecedents and consequences. Journal of Computer-Mediated Communication, 11(4).
  • Vargo,S.L. and Lusch,R.F.(2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Derleme Makaleler
Yazarlar

Esra DEMİRBAŞ> (Sorumlu Yazar)
İSTANBUL YENİ YÜZYIL
0000-0001-5717-734X
Türkiye

Yayımlanma Tarihi 24 Haziran 2022
Başvuru Tarihi 9 Haziran 2022
Kabul Tarihi 23 Haziran 2022
Yayınlandığı Sayı Yıl 2022, Cilt , Sayı 7

Kaynak Göster

APA Demirbaş, E. (2022). Service-Dominant Logic (SDL): a Road Map for a Successful Marketing Management . Igdir University Journal of Faculty of Economics and Administrative Sciences , (7) , 25-35 . Retrieved from https://dergipark.org.tr/tr/pub/igdiriibf/issue/70314/1128272

Derginin Türkçe Tam Adı: Iğdır Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

Derginin İngilizce Tam Adı: Iğdır University Journal of Economics and Administrative Sciences

Derginin Kısaltılmış Adı: Iğdır İİBF Dergisi

T.C. Iğdır Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi  (Iğdır İİBF Dergisi) yılda iki kez (haziran ve aralık aylarında), Türkçe ve İngilizce yayınlanan uluslararası, hakemli ve süreli bir dergidir. Dergide yer alan yazılar kaynak gösterilmeksizin alıntılanamaz. Dergide yer alan yazıların sorumluluğu yazarlarına aittir.