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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', …
Relationship marketing and customer relationship management (CRM) can be jointly utilised to provide a clear roadmap to excellence in customer management: this is the first …
How should a sales force be managed effectively? Like aircraft pilots, managers must analyse information and make interconnected decisions in order to accomplish their missions. …
An introduction to service orientation, showing how it works and highlighting the benefits it can deliver. After covering the basics of service orientation, this book discusses key …