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The Marketing of Service-Dominant Logic: A Rhetorical Approach
Hardcover
ISBN13: 9783031465093
Publisher: Palgrave Macmillan
Published: Dec 1 2023
Pages: 259
Weight: 1.05
Height: 0.63 Width: 5.83 Depth: 8.27
Language: English
Service-Dominant logic can be described as a mind-set for a unified understanding of the purpose and nature of organizations, markets and society. A concept that was first introduced by Vargo and Lusch in 2004, S-D logic has generated not just a vast host of journal articles and books but has established an expanding sphere of influence across marketing scholarship.
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