The Service-dominant Logic of Marketing

The Service-dominant Logic of Marketing

Dialog, Debate, and Directions

by Robert F. Lusch, Stephen L. Vargo

449 pages· 2006· ISBN 9780765614902
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About
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.

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