Service-Dominant Logic: Premises, Perspectives, Possibilities

by Robert F. Lusch

Book Overview

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 anticipated book, the authors present a thorough primer on the principles and applications of S-D logic. They describe a clear alternative to the dominant worldview of the heavily...

• Format: Paperback
• Language: English
• ISBN: 0521124328
• ISBN13: 9780521124324
• Release Date: January 2014
• Publisher: Cambridge University Press
• Length: 248 Pages
• Weight: 1.10 lbs.
• Dimensions: 0.6" x 6.8" x 9.6"