The Four Service Marketing Myths – Remnants of a Goods-Based Manufacturing Model
Jump to navigation
Jump to search
Vargo, S.L., and R.F. Lusch. 2004. "The Four Service Marketing Myths – Remnants of a Goods-Based Manufacturing Model." Journal of Service Research. 6 (4): 324-335.
Usage
This source is considered a primary reference for the following articles:
Annotation
This paper discusses the service marketing concept that addresses a broadened perspective built on the existing manufacturing-based model. The paper discusses advances made by service scholars to provide a foundation for a more service-dominant view of all exchange from which more appropriate normative strategies can be developed for all of marketing.