The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions - Robert F. Lusch - Books - Taylor & Francis Ltd - 9780765614919 - February 1, 2006
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Robert F. Lusch
The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions 1st edition

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Presents a paradigm for the marketing discipline that is service-oriented, customer-oriented, relationship-focused, and knowledge-based, and places marketing, once viewed as a support function, central to overall business strategy. This book elaborates on this model to provide insight and commentary.

449 pages, illustrations

Media Books     Paperback Book   (Book with soft cover and glued back)
Released February 1, 2006
ISBN13 9780765614919
Publishers Taylor & Francis Ltd
Pages 449
Dimensions 216 × 292 × 5 mm   ·   811 g
Language English  

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