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Robert Lusch

Professor Robert F.Lusch - University of Arizona Service-Dominant Logic: Toward Advancing Social Marketing Most social marketing efforts are grounded on an outmoded goods-dominant logic of economic exchange. Marketing is evolving to a servicedominant logic with an emphasis on value co-creation, resource integration, continuous innovation and service exchange. SDL reframes "social" in terms of a service ecosystem and set of institutions that support co-creation of value at various scales (e.g., micro, meso, macro). In this session you will learn how to develop a sharper strategic lens for high performance social marketing programs.