Authors: Robert F. Lusch, Stephen L. Vargo
Categories: Business & Economics
Type: BOOK - Published: 2006 - Publisher: M.E. Sharpe
Presents a challenging paradigm for the marketing discipline, which is service-oriented, customer-oriented, relationship-focused, and knowledge-based, and places marketing central to overall business strategy. This work provides a comprehensive marketing theory that challenges both modern thinking and marketing practice.