The Service-dominant Logic of Marketing
By:"Robert F. Lusch","Stephen L. Vargo"
Published on 2006-01-01 by M.E. Sharpe
Presents a challenging paradigm for the marketing discipline, which is service-oriented, customer-oriented, relationship-focused, and knowledge-based, and places marketing central to overall business strategy. This work provides a comprehensive marketing theory that challenges both modern thinking and marketing practice.
This Book was ranked 20 by Google Books for keyword marketing.
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