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 a…
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 a…
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 a…
This volume provides an accessible introduction to the principles and applications of service-dominant logic, written by the world-leading authors of this perspective.
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 service provision as the basis of all exchange, both commercial and social. This timely Handbook brings to…