Abstract
This article traces the development of economic activity and the sociopolitical, philosophical, and scientific agenda from which the present goods-centered paradigm of marketing emanated. The authors suggest that the services-centered model of exchange, abandoned during this development, is more appropriate for the advancement of the understanding of exchange relationships.
Keywords
Goods and servicesMacromarketingSociologyPolitical sciencePositive economicsEnvironmental ethicsBusinessEconomicsMarketingEconomy
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Publication Info
- Year
- 2005
- Type
- article
- Volume
- 25
- Issue
- 1
- Pages
- 42-53
- Citations
- 221
- Access
- Closed
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Cite This
Stephen L. Vargo,
Fred W. Morgan
(2005).
Services in Society and Academic Thought: An Historical Analysis.
Journal of Macromarketing
, 25
(1)
, 42-53.
https://doi.org/10.1177/0276146705275294
Identifiers
- DOI
- 10.1177/0276146705275294