Is it possible that we’ve had marketing wrong all these years? That’s what they’re asking in the ivory towers (and basements) of academia – and they might just be right.
In this month’s NZMarketing Magazine I try to boil down and dejargonise the amazing developments in academia in the last few years. Service-dominant logic is the name of a new … well, it’s not even a theory yet, so maybe it’s a concept. So what does it mean?
It means that everything we buy and sell is essentially a service. It’s a pretty simple concept, but our entire commercial infrastructure – from education to business structure to the way we measure the economy – is based on goods.
Many things will need to change, and they’ll take time to change. Best get your copy of NZMarketing now and get a head start on the people who’ve never heard of service dominant logic.
Update: here’s the full story (PDF)