The Service-dominant Logic of Marketing

The Service-dominant Logic of Marketing

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Presents a challenging paradigm for the marketing discipline, which is service-oriented, customer-oriented, relationship-focused, and knowledge-based, and places marketing central to overall business strategy. This work provides a comprehensive marketing theory that challenges both modern thinking and marketing practice.Complementing how Vargo and Lusch (2004; hereafter Vaamp;L) have interpreted the marketplace in terms of service, this ... and interdependent, but that service, as defined by Vaamp;L, is to a great extent defined for customers and other stakeholdersanbsp;...

Title:The Service-dominant Logic of Marketing
Author: Robert F. Lusch, Stephen L. Vargo
Publisher:M.E. Sharpe - 2006-01-01

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