Extending the service-dominant logic: from customer centricity to balanced centricity

This is a contribution to the reorientation of marketing. It aligns the service-dominant logic with other developments in marketing and management. It claims that the marketing concept and customer-centricity are too limited as a foundation for marketing and have not-and cannot-but partially be implemented in practice. It urges marketing scholars and educators to accept the complexity of marketing and develop and teach a network-based stakeholder approach-balanced centricity-epitomized by the concept of many-to-many marketing.