Service-Dominant Logic of Marketing Dialog, Debate, And Directions

Service-Dominant Logic of Marketing Dialog, Debate, And Directions
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  • ISBN-13: 9780765614919
  • ISBN: 076561491X
  • Publication Date: 2006
  • Publisher: Sharpe Incorporated, M. E.


Lusch, Robert F., Vargo, Stephen L., Bolton, Ruth N.


Expanding on the editors' award-winning article, "Evolving to a New Dominant Logic for Marketing," this book presents a new paradigm for the marketing discipline. This new paradigm is service-centered, customer-oriented, relationship-focused, and knowledge-based, and places marketing, once viewed as a support function, as central to overall business strategy.Lusch, Robert F. is the author of 'Service-Dominant Logic of Marketing Dialog, Debate, And Directions', published 2006 under ISBN 9780765614919 and ISBN 076561491X.

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