Marketing has evolved from a model based on the exchange of tangible goods to a new dominant logic centered on intangible resources, cocreation of value, and relationships. Initially, marketing focused on the distribution and exchange of physical goods, drawing from economics. Over time, new perspectives emerged emphasizing intangible resources, value cocreation, and relationships, leading to a shift toward a service-centered logic. This shift is reflected in the growing recognition that services, not just goods, are central to economic exchange. The traditional view of marketing, rooted in economics, focused on tangible goods and their utility. However, as marketing evolved, scholars began to challenge this view, arguing that services are not merely a byproduct of goods but a distinct area of study. The service-centered logic emphasizes the application of specialized knowledge and skills, processes, and relationships, which are central to value creation. This perspective moves beyond the traditional focus on goods and recognizes that services are integral to economic exchange. The service-centered dominant logic is characterized by the application of specialized skills and knowledge as the fundamental unit of exchange. It emphasizes the importance of core competencies, the continuous improvement of value propositions, and the integration of business functions. This logic also highlights the role of the customer as a coproducer, involved in the value-creation process. Furthermore, it underscores the importance of knowledge as the primary source of competitive advantage and the necessity of viewing all economies as service economies. The shift from a goods-centered to a service-centered logic reflects a broader change in economic thought, emphasizing the dynamic and intangible nature of resources. This evolution has implications for how marketing is practiced, with a focus on continuous learning, relationship-building, and the integration of services into the value-creation process. The new dominant logic in marketing is thus a comprehensive and inclusive framework that integrates goods and services, providing a richer foundation for marketing thought and practice.Marketing has evolved from a model based on the exchange of tangible goods to a new dominant logic centered on intangible resources, cocreation of value, and relationships. Initially, marketing focused on the distribution and exchange of physical goods, drawing from economics. Over time, new perspectives emerged emphasizing intangible resources, value cocreation, and relationships, leading to a shift toward a service-centered logic. This shift is reflected in the growing recognition that services, not just goods, are central to economic exchange. The traditional view of marketing, rooted in economics, focused on tangible goods and their utility. However, as marketing evolved, scholars began to challenge this view, arguing that services are not merely a byproduct of goods but a distinct area of study. The service-centered logic emphasizes the application of specialized knowledge and skills, processes, and relationships, which are central to value creation. This perspective moves beyond the traditional focus on goods and recognizes that services are integral to economic exchange. The service-centered dominant logic is characterized by the application of specialized skills and knowledge as the fundamental unit of exchange. It emphasizes the importance of core competencies, the continuous improvement of value propositions, and the integration of business functions. This logic also highlights the role of the customer as a coproducer, involved in the value-creation process. Furthermore, it underscores the importance of knowledge as the primary source of competitive advantage and the necessity of viewing all economies as service economies. The shift from a goods-centered to a service-centered logic reflects a broader change in economic thought, emphasizing the dynamic and intangible nature of resources. This evolution has implications for how marketing is practiced, with a focus on continuous learning, relationship-building, and the integration of services into the value-creation process. The new dominant logic in marketing is thus a comprehensive and inclusive framework that integrates goods and services, providing a richer foundation for marketing thought and practice.