104 KB41 KB199720232014Jančič, ZlatkoMelink, Ninaletnik:13številka:23/24str. 13-22ISSN:1408-1652COBISSID_HOST:33196637URN:URN:NBN:SI:doc-P5ENQYWGslMarketing magazinAkademija MMmarketingtrženjetržno komuniciranjePrevladujoča logika storitve v marketingu| prvih deset let|The conventional goods marketing has not only been criticized and reconceptualized since its existence, but since the existence of the exchange phenomenon itself. A common denominator of alternative perspectives, usually rejected and politely ignored, is the transition from goods to service as a central focus of exchange. Robert F. Lusch's and Stephen L. Vargo's attempts of service marketing reconceptualizations have resulted in a realization of a bigger service potential for theoretical and practical implications of marketing and other related disciplines. Based on the existent, but overlooked theoretical background, they've formed a new logic, called service-dominant logic, which is the main focus of this paper. The method used to form the presentation is a systematic literature review, which allows identification of key conceptual evolutions through scientific articles, starting with "Evolving to a New Dominant Logic for Marketing", the first article published establishing a theoretical framework for service-dominant logic. The goal of this paper is to offer a fresh perspective to Slovenian marketing thought, which challenges mainstream theoretical and practical frameworks of goods marketing and emphasizes the need for a better solution to existent conditions, based on more dynamic and progressive, costumer-oriented organizational thinking and activities with broader social implicationsKonvencionalni, izdelčni marketing ni doživljal številnih kritik in poskusov rekonceptualizacij že od svojega nastanka, temveč že od nastanka menjalnega pojava. Alternativni pogledi, pogosto ovrženi in spregledani, večinoma postavljajo v osrednji položaj storitev, za razliko od uveljavljenega koncepta izdelčne naravnanosti. Robert F. Lusch in Stephen L. Vargo ob poskusih rekonceptualizacije storitvenega marketinga ugotavljata, da ima takšna zasnova veliko močnejši potencial ter teoretske in praktične implikacije za marketing in celo druge, z njim povezane discipline, kot je sprva očitno. Na podlagi že obstoječega in delno spregledanega teoretskega ozadja oblikujeta novo logiko, imenovano prevladujoča logika storitve. V tem prispevku jo predstavljemo s sistematičnim pregledom znanstvenih člankov in obravnavamo skozi ključne napredke v prvih desetih letih, po objavi izhodiščne oblike nove logike leta 2004 v članku "Evolving to a New Dominant Logic for Marketing". Glavni namen tega prispevka je osvežitev slovenskega marketinškega razmišljanja, saj predlagana logika izziva obstoječe teoretske in praktične okvirje izdelčnega marketinga ter poudarja, da je ustrezni odgovor na obstoječe razmere bolj dinamično in napredno, potrošniško in vrednostno usmerjeno razmišljanje in vedenje organizacij s širšimi družbenimi implikacijamiTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaDruštvo za marketing Slovenije