The Service-dominant Logic of Marketing: Dialog, Debate, and Directions
- ISBN-10
- 0765614901
- ISBN-13
- 9780765614902
- Category
- Business & Economics
- Pages
- 449
- Language
- English
- Published
- 2006
- Publisher
- M.E. Sharpe
- Authors
- Robert F. Lusch, Stephen L. Vargo
Description
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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Other editions
-
- 2014-12-18
- 449 pages
- Ebook
- Routledge
-
- 2014-12-18
- 449 pages
- Ebook
- Routledge
-
- 2006
- 449 pages
- Paperback
- Routledge
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