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Synopsis
Expanding on the editors' award-winning article "Evolving to a New Dominant Logic for Marketing," this book presents a challenging new paradigm for the marketing discipline. This new paradigm is service-oriented, customer-oriented, relationship-focused, and knowledge-based, and places marketing, once viewed as a support function, central to overall business strategy. Service-dominant logic defines service as the application of competencies for the benefit of another entity and sees mutual service provision, rather...
About the Author
Stephen L. Vargo is a Shidler Distinguished Professor and Professor of Marketing at the University of Hawai'i at Manoa. Prior to entering academia, Professor Vargo had a career in entrepreneurial business and consulted with many corporations and governmental agencies. Professor Vargo's primary areas of research are marketing theory and thought, and consumers' evaluative reference scales. He has been awarded honorary professorships and has held visiting positions at...
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- PublisherRoutledge
- Publication date2006
- ISBN 10 076561491X
- ISBN 13 9780765614919
- BindingPaperback
- LanguageEnglish
- Edition number1
- Number of pages468
- Rating
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The Service-dominant Logic of Marketing: Dialog, Debate, and Directions
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The Service-Dominant Logic of Marketing: Dialog, Debate, And Directions
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M.E. Sharpe Incorporated, 2006
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ISBN 13: 9780765614919
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The Service-Dominant Logic of Marketing: Dialog, Debate, And Directions
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ISBN 13: 9780765614919
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Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Robert F. Lusch, Stephen L. VargoExpanding on the editors award-winning article Evolving to a New Dominant Logic for Marketing, this book presents a challenging new paradigm for the marketing discipline. This new paradigm is service-oriented, custome. Seller Inventory # 594979595
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