by RobertF.Lusch (Editor), StephenL.Vargo (Editor)
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.
Format: Paperback
Pages: 449
Publisher: M.E. Sharpe
Published: 01 Feb 2006
ISBN 10: 076561491X
ISBN 13: 9780765614919