The first accessible introduction to the principles and applications of Service-Dominant Logic, written by the world-leading authors of this perspective.
The first accessible introduction to the principles and applications of Service-Dominant Logic, written by the world-leading authors of this perspective.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
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.
Inhaltsangabe
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.
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.
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