Radical reformulation of marketing thought is not new and arguably is part of the dynamic tension just under the surface calm of any discipline. However, not since the ‘breaking...
This article discusses the argument put forward by Vargo and Lusch (2004) that a new service dominant logic is emerging within marketing. Taking on this new service logic means ...
Marketing was originally built on a goods-centered, manufacturing-based model of economic exchange developed during the Industrial Revolution. Since its beginning, marketing has...
The aim of this paper is to suggest some potential linkages between Consumer Culture Theory (CCT hereafter) and the evolving Service-Dominant logic (S-D hereafter) propounded by...
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