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

The first 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 tre

Contains articles by marketing field's researchers and academicians. This book includes literature reviews, methodologies, empirical studies, trends, internatio

Bachelor Thesis from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Otto