Difference between revisions of "The Four Service Marketing Myths – Remnants of a Goods-Based Manufacturing Model"
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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. | 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. | ||
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[[Category:Primary Reference]] | [[Category:Primary Reference]] | ||
Revision as of 19:03, 22 October 2023
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.
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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.