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

by RobertF.Lusch (Editor), StephenL.Vargo (Editor)

• Used

  Paperback
  2006

  $4.37

  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.