Stephen L Vargo: 2 books
Service-Dominant Logic
Premises, Perspectives, Possibilities
Language: English
Release Date: January 30, 2014
In 2004, Robert F. Lusch and Stephen L. Vargo published their groundbreaking article on the evolution of marketing theory and practice toward 'service-dominant (S-D) logic', describing the shift from a product-centred view of markets to a service-led model. Now, in this keenly anticipated book, the...
The Service-Dominant Logic of Marketing
Dialog, Debate, and Directions
Language: English
Release Date: December 18, 2014
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,...