Word limit/presentation criteria 2000 Words
Read the following journal
Evolving to a New Dominant Logic for Marketing. By: Vargo, Stephen L., Lusch, Robert F., Journal of Marketing, 00222429, Jan2004, Vol. 68, Issue 1
and address the following question
Critically discuss the nature and impact that service dominant logic has on contemporary relationship marketing. (100 Marks)
The writer should read the attached journal very carefully as the whole essay MUST be based on it.
Your work should be in a creative, critical and evaluative manner. Ensure that your arguments are clear and logical and where appropriate include academic sources, i.e. academic journal papers, which add weight to your points raised. Please show in your list of references an appropriate breadth and depth of references relevant to the topic.
Demonstrate service dominated logic explaining what each FP means and link it to relationship marketing in theoretical terms. It is very important to use example, use one product for the whole essay. As an example use one of the following: tablet, mobile phone or laptop.
Weighting:
60-70% service dominant logic
30-40% relationship marketing
The structure of the essay must be as follows:
Introduction
Start the essay with ‘what is the journal about’- service dominant logic
Main Body
In a creative, critical and evaluative manner explain each FP (from 1 to 8, as it is shown in the journal) and its linkage to relationship marketing in theoretical terms. Each FP must be written in a different paragraph. In order to explain each FP and its linkage with relationship marketing you should use an example. Use the same example for each FP.
Conclusion
A reflection of the essay and conclusions about the topic
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