To locate the underlying service logic of each of three leading texts and to examine points of variance.
A critical review and comparative analysis of the main tenets of each text.
Each text combines a service perspective and a relationship perspective to marketing management. Each author seems to favour a service perspective on some issues but at other times a relationship perspective. This apparent epistemological pluralism is resolvable and a pathway to synthesis suggested.
What stands out in a critical reading of these texts is the provocation offered to readers to go beyond the limits of services marketing orthodoxy. In this there are implications for pedagogical development.
Gives insights into the current debate on development of a more broadly based service‐dominant logic of marketing.
