Foreword, Ruth N. Bolton; Foreword, Frederick E. Webster, Jr.; Preface; Part I. Foundational Aspects of Service-Dominant Marketing; 1. Evolving to a New Dominant Logic for Marketing, Stephen L. Vargo and Robert F. Lusch; 2. Historical Perspectives on Service-Dominant Logic, Stephen L. Vargo, Robert F. Lusch, and Fred W. Morgan; 3. Service-Dominant Logic: What It Is, What It Is Not, What It Might Be, Stephen L. Vargo and Robert F. Lusch; 4. How New, How Dominant? Sidney Levy; Part II. The Centrality of Resources; 5. The Service-Dominant Logic of Marketing: Theoretical Foundations, Pedagogy, and Resource-Advantage Theory, Shelby D. Hunt and Sreedhar Madhavaram; 6. Achieving Advantage with a Service-Dominant Logic, George Day; 7. Toward a Cultural Resource-Based Theory of the Customer, Eric J. Arnould, Linda Price, and Avinash Malshe; Part III. Coproduction, Collaboration, and Other Value-Creating Processes; 8. Cocreating the Voice of the Customer, Bernie Jaworski and Ajay K. Kohli; 9. Coproducers and Coparticipants in the Satisfaction Process: Mutually Satisfying Consumption, Richard L. Oliver; 10. Coproduction of Services: A Managerial Extension, Michael Etgar; 11. Striving for Integrated Value Chain Management Given a Service-Dominant Logic for Marketing, Daniel J. Flint and John T. Mentzer; 12. Cross-Functional Business Processes for the Implementation of Service-Dominant Logic, Douglas M. Lambert and Sebastian J. Garcia-Dastugue; 13. Customers as Coproducers: Implications for Marketing Strategy Effectiveness and Marketing Operations Efficiency, Kartik Kalaignana and Rajan Varadarajan; Part IV. Liberating Views on Value and Marketing Communication; 14. Marketing's Service-Dominant Logic and Customer Value, Robert B. Woodruff and Daniel J. Flint; 15. From Entities to Interfaces: Delineating Value in Customer-Firm Interactions, Pierre Berthon and Joby John; 16. ROSEPEKICECIVECI vs. CCV: The Resource-Operant, Skills-Exchanging, Performance-Experiencing, Knowledge-Informed, Competence-Enacting, Coproducer-Involved, Value-Emerging, Customer-Interactive View of Marketing Versus the Concept of Customer Value: "I Can Get It for You Wholesale," Morris B. Holbrook; 17. Introducing a Dialogical Orientation to the Service-Dominant Logic of Marketing, David Ballantyne and Richard J. Varey; 18. How IMC's Touchpoints Can Operationalize Service-Dominant Logic, Tom Duncan and Sandra Moriarty; Part V. Alternative Logics; 19. The Market as a Sign System and the Logic of the Market, Alladi Venkatesh, Lisa Penaloza, and A. Fuat Firat; 20. Examining Marketing Scholarship and the New Dominant Logic, William L. Wilkie and Elizabeth S. Moore; 21. Some Social and Ethical Dimensions of the Service-Dominant Logic Perspective of Marketing, Gene R. Laczniak; 22. The New Dominant Logic of Marketing: Views of the Elephant, Tim Ambler; 23. More Dominant Logics for Marketing: Productivity and Growth, Donald Lehmann; 24. An Economics-Based Logic for Marketing, Thorbjorn Knudsen; 25. From Goods Toward Service-Centered Marketing: Dangerous Dichotomy or an Emerging Dominant Logic, Roderick J. Brodie, Jaqueline Pels, and Michael Saren; 26. The Service-Dominant Logic for Marketing: A Critique, Ravi B. Achrol and Philip Kotler; Part VI. Moving Forward with a Service-Dominant Logic of Marketing; 27. Many-to-Many Marketing as Grand Theory: A Nordic School Contribution, Evert Gummesson; 28. What Can a Service Logic Offer Marketing Theory? Christian Gronroos; 29. Going Beyond the Product: Defining, Designing, and Delivering Customer Solutions, Mohanbir Sawhney; 30. How Does Marketing Strategy Change in a Service-based World? Implications and Directions for Research, Roland T. Rust and Debora Viana Thompson; 31. Mandating a Services Revolution for Marketing, Stephen W. Brown and Mary Jo Bitner; 32. Service-Dominant Logic as a Foundation for Building a General Theory, Robert F. Lusch and Stephen L. Vargo; About the Editors and Contributors; Name Index; Subject Index.