Adopting a service logic for marketing

Following the article by Vargo and Lusch (2004), the use of a service-dominant logic has become an international topic for discussion. In the present article, following the research tradition of the Nordic School, the contribution of service marketing to marketing at large is discussed. In this arti...

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Veröffentlicht in:	Marketing theory 2006-09, Vol.6 (3), p.317-333
1. Verfasser:	Gronroos, Christian
Format:	Artikel
Sprache:	eng
Schlagworte:	Marketing Services Studies Theory
Online-Zugang:	Volltext
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