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.
Premises, Perspectives, Possibilities Robert F. Lusch, Stephen L. Vargo. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 5. People could go to a marketplace and develop a market in exchange for their service offerings.
This book aims at looking into the reactions and discussions regarding the proposed service-dominant logic in more detail. So far, no comprehensive overview of the existing literature has yet been made.
This timely Handbook brings together chapters written by a stellar cast of expert authors from around the globe, arranged around eleven core themes, to provide a comprehensive overview of key issues, developments, debates and potential ...
This is what I am going to examine in the last part of this thesis.
In this book, the author uses a rhetorical approach to investigate the ‘marketing’ of Service-Dominant logic, asking how the formulation and presentation of the logic aids in its persuasive promotion.
Service-Dominant Logic Of Marketingtrue Debate And Directions
Service-dominant (S-D) logic is a way of thinking about how people and societies survive and thrive through the exchange of service.
This book includes literature reviews, methodologies, empirical studies, trends, international developments, guidelines for implementation, and suggestions for theory development and testing.
This major work draws together the many disparate perspectives that have contributed to the development of marketing theory to provide scholars with a substantive reference base from which to further develop the area.
Several common themes have emerged that differentiate the social enterprise from previously researched social efforts that ... If a profit-seeking company decided today that its CM strategy would extend to every transaction and product, ...