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', describing the shift
from a product-centred view of markets to a service-led model. Now, in
this keenly anticipated book, the authors present a thorough primer on
the principles and applications of S-D logic. They describe a clear
alternative to the dominant worldview of the heavily planned,
production-oriented, profit-maximizing firm, presenting a coherent,
organizing framework based on ten foundational premises. The
foundational premises of S-D logic have much wider implications beyond
marketing for the future of the firm, transcending different
industries and contexts, and will provide readers with a deeper sense
of why the exchange of service is the fundamental basis of all social
and economic exchange. This accessible book will appeal to students,
as well as to researchers and practitioners.
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Produktdetaljer
ISBN
9781139948869
Publisert
2014
Utgave
1. utgave
Utgiver
Vendor
Cambridge University Press
Språk
Product language
Engelsk
Format
Product format
Digital bok
Forfatter