[PDF.56aa] The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions

The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions

[PDF.ko21] The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions

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 | #1549386 in eBooks |  2014-12-18 |  2014-12-18 | File type: PDF

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||2 of 2 people found the following review helpful.| Do not sell the drill. Sell the hole the customer will make with the drill!|By Robert W.|In advertising one of the long held axioms is "Don't sell the drill. Sell the hole the customer will make with the drill." This book present the conceptual truth behind that wisdom. Of course, this is a gross oversimplification of what's presented.

The tremendous implications Se|About the Author|Stephen L. Vargo is a Shidler Distinguished Professor and Professor of Marketing at the University of Hawai'i at Manoa. Prior to entering academia, Professor Vargo had a career in entrepreneurial business and consulted with many corporations and

Expanding on the editors' award-winning article "Evolving to a New Dominant Logic for Marketing," this book presents a challenging new paradigm for the marketing discipline. This new paradigm is service-oriented, customer-oriented, relationship-focused, and knowledge-based, and places marketing, once viewed as a support function, central to overall business strategy. Service-dominant logic defines service as the application of competencies for the benefit of another enti...

You easily download any file type for your device.The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions   |  Robert F. Lusch, Stephen L. Vargo. I really enjoyed this book and have already told so many people about it!

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