In 2004‎,‎ Robert F‎.‎ Lusch and Stephen L‎.‎ Vargo published their groundbreaking article on the evolution of marketing theory and practice toward ‎'‎service‎-dominant ‎(‎S‎-D‎)‎ logic‎'‎‎,‎ describing the shift from a product‎-centred view of markets to a service‎-led model‎.‎ Now‎,‎ in this keenly anticipated book‎,‎ the authors present a thorough primer on the principles and applications of S‎-D logic‎.‎ They describe a clear alternative to the dominant worldview of the heavily planned‎,‎ production‎-oriented‎,‎ profit‎-maximizing firm‎,‎ presenting a coherent‎,‎ organizing framework based on ten foundational premises‎.‎ The foundational premises of S‎-D logic have much wider implications beyond marketing for the future of the firm‎,‎ transcending different industries and contexts‎,‎ and will provide readers with a deeper sense of why the exchange of service is the fundamental basis of all social and economic exchange‎.‎ This accessible book will appeal to students‎,‎ as well as to researchers and practitioners‎.‎