The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions

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 fuction, as central to overall business.


ISBN-10:
076561491X
Kieli:
englanti
Kustantaja:
Robert F. Lusch
Painos:
1. painos
Painovuosi:
2006
Sidosasu:
nid.
Sivumäärä:
449
Tekijät:
Robert F. Lusch, Stephen L. Vargo
Viivakoodi 9780765614919
Tuotekoodi 28010322
Tekijä Lusch, Vargo
49,00 €
Tuote ei ole tällä hetkellä saatavilla.