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Service-Dominant Logic
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', …
Commercial Society
One of the greatest and most joyful challenges of adult life is to develop skills that make the people around us better off with us than without us. Integrity is a key part of that …
The SAGE Handbook of Service-Dominant Logic
Service-Dominant Logic presents a major paradigm shift in thinking about value creation and markets, moving from a ‘goods/product’ logic to a logic that treats the process of …
The Service-Dominant Logic of Marketing
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 …
Toward a Better Understanding of the Role of Value in Markets and Marketing
In their 2004 article "Evolving to a new dominant logic for marketing," Vargo and Lusch established the related principles that value is always co-created and, thus, firms cannot …