Expanding on the editors' award-winning article "Evolving to a New Dominant Logic for Marketing," this book presents a challenging new paradigm for the marketing discipline. This new paradigm is service-oriented, customer-oriented, relationship-focused, and knowledge-based, and places marketing, once viewed as a support function, central to overall business strategy. Service-dominant logic defines service as the application of competencies for the benefit of another entity and sees mutual service provision, rather than the exchange of goods, as the proper subject of marketing. It moves the orientation of marketing from a "market to" philosophy where customers are promoted to, targeted, and captured, to a "market with" philosophy where the customer and supply chain partners are collaborators in the entire marketing process. The editors elaborate on this model through an historical analysis, clarification, and extension of service-dominant logic, and distinguished marketing thinkers then provide further insight and commentary. The result is a more comprehensive and inclusive marketing theory that will challenge both current thinking and marketing practice.
The Jazz Age was a boom time in the Bluff City. Murder was rampant, and politics were rough-and-tumble. First, Mayor Rowlett Paine and Boss E.H. Crump joined forces to fight the local Ku Klux Klan (and nearly lost). Then they turned on each other, and the political battle ensued. Other colorful characters weaving in and out of the story include Black political leader "Bob" Church, millionaire Clarence Saunders, Governor Austin Peay, evangelist Billy Sunday and even William Jennings Bryan. The city went on a building spree and a bootleg booze binge even as cotton prices plummeted. The Great Flood of 1927 added more strife with the addition of local refugees. Author Robert Lanier details these fascinating stories and more.
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