Service-Dominant Logic: Premises, Perspectives, Possibilities

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Foreword; Preface; Part I. Premises: 1. The service-dominant mindset; 2. Roots and heritage; 3. Axioms and foundational premises; 4. Service as a guiding framework; Part II. Perspectives: 5. It's all actor-to-actor (A2A); 6. The nature, scope, and integration of resources; 7. Collaboration; 8. Service ecosystems; Part III. Possibilities: 9. Strategic thinking; 10. Conclusions and considerations; Appendix; Index.
The first accessible introduction to the principles and applications of Service-Dominant Logic, written by the world-leading authors of this perspective.
Autor: Robert F. Lusch, Stephen L. Vargo
Robert F. Lusch is the James and Pamela Muzzy Chair in Entrepreneurship at the Eller College of Management, University of Arizona. He is past editor of the Journal of Marketing and Chairperson of the American Marketing Association. Professor Lusch's research focuses on marketing strategy and theory with a major focus on the service-dominant logic of marketing. He is the recipient of many awards including the 2013 AMA/Irwin Distinguished Marketing Educator Award. 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 governmental agencies. Professor Vargo's primary areas of research are marketing theory and thought, and consumers' evaluative reference scales. He has been awarded honorary professorships and has held visiting positions at many leading universities worldwide and is the recipient of major awards for his contributions to marketing theory and thought.

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Autor: Robert F. Lusch
ISBN-13 :: 9780521195676
ISBN: 0521195675
Erscheinungsjahr: 30.01.2014
Gewicht: 608g
Seiten: 252
Sprache: Englisch
Auflage New
Sonstiges: Buch, 254x177x22 mm
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