Service-dominant logic of marketing, the: dialog, debate, and directions
Auteur :
Lusch, Robert F. / Vargo, Stephen L.
Éditeur :
Taylor & Francis Ltd
ISBN :
9780765614919
Date de publication :
1 févr. 2006
Dimensions :
25,4 x 17,8 cm
Poids :
793 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.