The role of a producer traditionally has been viewed as the development and delivery of goods and services, and the role of customers has been viewed as the consumption of those...
As one of its own foundational premises implies, the value of service-dominant (S-D) logic is necessarily in its open, collaborative effort. Thus, the authors invite and welcome...
Radical reformulation of marketing thought is not new and arguably is part of the dynamic tension just under the surface calm of any discipline. However, not since the ‘breaking...
I. UNDERSTANDING MARKETING MANAGEMENT. 1. Understanding the Critical Role of Marketing in Organizations and Society. 2. Building Customer Satisfaction Through Quality, Service, ...
This article discusses the argument put forward by Vargo and Lusch (2004) that a new service dominant logic is emerging within marketing. Taking on this new service logic means ...
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