Service-Dominant Logic and Social Marketing
Social Marketing and Social Change
JANUARY 9, 2012
The shift in marketing activities from one-off, transactions or exchanges to dynamic and tailored interactions aimed at building relationships and retaining customers across many different marketing domains (e.g., The fundamental assertion of S-D Logic is that all exchanges are service-based. Since the early years of social marketing, many people have struggled with how to apply the logic of economic exchanges to social marketing ones - usually without much success.