5316589
9780765614919
Service-Dominant Logic of Marketing Dialog, Debate, And Directions
by Lusch, Robert F., Vargo, Stephen L., Bolton, Ruth N.
552610
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- Condition: Good
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- Comments: Primarily serving as a reading copy, this edition prioritizes content accessibility over aesthetic perfection. A reading copy is intended for those who value the story and information within more than the physical condition of the book itself. This practical focus makes it an ideal choice for students, researchers, and casual readers who seek to engage deeply with the text without concern for collectible value. The absence of an access code or CD further emphasizes this edition's role as a straightforward r
Product details
- ISBN-13: 9780765614919
- ISBN: 076561491X
- Publication Date: 2006
- Publisher: Sharpe Incorporated, M. E.
AUTHOR
SUMMARY
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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