International Journal

Evolving to a New Dominant Logic for Marketing

Stephen Louis Vargo, Robert F. Lusch

Journal of Marketing

2003

SAGE Publishing

14657 citations

Article

Service-dominant logic (0.94) Marketing (0.63) Perspective (graphical) (0.57) Marketing mix (0.49) Business (0.48)

Evolving to a New Dominant Logic for Marketing - Full text available via OpenAlex

Stephen Louis Vargo

ORCID

Robert F. Lusch

ORCID

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