The Marketing of Service-Dominant Logic: A Rhetorical Approach

by Chris Miles

Book Overview

​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.

In this book, the author uses a rhetorical approach to investigate the...

• Format: Hardcover
• Language: English
• ISBN: 3031465091
• ISBN13: 9783031465093
• Release Date: December 2023
• Publisher: Palgrave MacMillan
• Length: 259 Pages
• Weight: 1.05 lbs.
• Dimensions: 0.6" x 5.8" x 8.3"