Service-Dominant Logic

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In 2004, Robert F. Lusch and Stephen L. Vargo published their groundbreaking article on the evolution of marketing theory and practice toward 'service-dominant

The Service-dominant Logic of Marketing

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Presents a paradigm for the marketing discipline that is service-oriented, customer-oriented, relationship-focused, and knowledge-based, and places marketing, o

The SAGE Handbook of Service-Dominant Logic

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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 tre

The Service-Dominant Logic of Marketing

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Expanding on the editors' award-winning article "Evolving to a New Dominant Logic for Marketing," this book presents a challenging new paradigm for the marketin

A New Paradigm in Marketing – The Service Dominant Logic: Academia’s Reactions to the Theory of Vargo and Lusch

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For virtually all of the 20th century, the paradigm in marketing was founded on early economic thoughts, making goods and exchanges the focal point of economic