Stephen L. Vargo; Robert F. Lusch

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STEPHEN L. VARGO; ROBERT F. LUSCH
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Service-Dominant Logic

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', 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...
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