The Service-dominant Logic of Marketing: Dialog, Debate, and Directions

The Service-dominant Logic of Marketing: Dialog, Debate, and Directions
ISBN-10
076561491X
ISBN-13
9780765614919
Category
Business & Economics
Pages
449
Language
English
Published
2006
Publisher
Routledge
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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