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Published by: Allied Business Academies
Originally published in: "Academy of Marketing Studies Journal", 2016
Length: 17 pages

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.

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