Details

Autor(en) / Beteiligte

• Lusch, Robert F
• Vargo, Stephen L
• Malter, Alan J

Titel

Marketing as Service-Exchange: Taking a Leadership Role in Global Marketing Management

Ist Teil von

• Organizational dynamics, 2006-08, Vol.35 (3), p.264

Ort / Verlag

New York: Elsevier Science Ltd

Erscheinungsjahr

2006

Quelle

Applied Social Sciences Index & Abstracts (ASSIA)

Beschreibungen/Notizen

• This article discusses yesterday's logic and what logic needs to replace it. Yesterday's logic focused on separating the producer from the consumer. In contrast, the emerging dominant logic is focused on the interaction of the producer and the consumer and other supply and value network partners as they co-create value through collaborative processes. relationships across all these parties become the means by which co-creation of value occurs. This new logic is being referred to as the service-dominant logic of marketing. This article illustrates with company and country examples throughout.