This book discusses in detail a new model for marketing namely the Service-Dominant Marketing. Accordingly, the paradigm used is service-centered, customer-oriented, relationship-focused—in fact it places marketing central to all business strategies. In this orientation of marketing the strategy is ‘marketing with’ where the customer and supply chain partners collaborate in the entire marketing process. Incidentally, Prof. Philip Kotler who is one of the contributors in this book explains similar view in his book ‘Principles of Marketing’ while defining the term Marketing. The book elaborates the model through historical analysis, clarification and extension of service-dominant logic. Distinguished marketing thinkers provide further insight and commentary. As a result we have the marketing theory that is more comprehensive and inclusive which challenges both current thinking and marketing practice.