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The Service-dominant Logic of Marketing (2006)

The Service-dominant Logic of Marketing (2006)

Robert F. Lusch, Stephen L. Vargo

Year: 2006
Authors: Robert F. Lusch, Stephen L. Vargo
Publishers: M.E. Sharpe
Pages: 478
Print type: BOOK

Description:

Presents a paradigm for the marketing discipline that is service-oriented, customer-oriented, relationship-focused, and knowledge-based, and places marketing, once viewed as a support function, central to overall business strategy. This book elaborates on this model to provide insight and commentary.