Service: From General Validity In Economics, To Dominant Logic In Marketing

The paper aims at revealing certain core service elements and features of the nowadays economy that come from services' economics but have general validity. The approach is purely theoretical and we make no mathematical or empirical propositions or developments. The roots from the classical economic thought and from the services literature concerning the service feature are also underlined as characterizing the whole economy developed to the level of a generalized market. The capital role of the business literature (and especially of the marketing developments) in the field of service and services is evoked, but the concern of the paper is for the economics approach, underlining that the most common approaches of this last one are scanty in involving the issue of serving and of service immaterial marks in its very substance. Certain details describing the characteristics of immaterial activities brought by the services economy literature are also evoked, in the purpose of seeing that their validity is not limited to the only most immaterial economic activities, but it is general, at least in the immaterializing nowadays economy. Thus the necessity of including their approach in the scientific theoretical perception of economic phenomena can be revealed, and the importance of capturing such marks in general economics is shown. Therefore, the presentation is focused just on those traits that are not particular (neither for material production, nor for immaterial), but consistent with all the economic activities, no matter their degree of materiality or immateriality. The paper concludes that such elements and approaches should be more profoundly included in economic analyses and more accurately described in theoretical plotting of nowadays economy. Such a research will be of use to scholars and generalists, in improving their approaches and in directing their researches on attempts to take into account widened (and thus more realistic) horizons, if compared with the most usual (rather particular) ones.