Payne, Adrian; Storbacka, Kaj; Frow, Pennie; Knox, Simon
(Elsevier Science B.V., Amsterdam., 2009-03-01)
The traditional goods-dominant logic of marketing is under challenge and leading
researchers are now emphasizing the new service-dominant logic [Vargo, S.L.,
Lusch, R.F., Evolving to a new dominant logic for marketing. ...