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Abstract
The purpose of this article is to provide a chronological perspective on the growth and development of service-dominant (S-D) logic within marketing. The authors discuss the growth and evolution of this approach to understanding the theory and practice of marketing, and also provide some thoughts on the future of S-D logic from several different perspectives.
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Abstract
The purpose of this article is to provide a chronological perspective on the growth and development of service-dominant (S-D) logic within marketing. The authors discuss the growth and evolution of this approach to understanding the theory and practice of marketing, and also provide some thoughts on the future of S-D logic from several different perspectives.