Introduction to the special issue on the service-dominant logic of marketing: insights from The Otago Forum
Author:
Affiliation:
1. University of Otago, New Zealand
Publisher
SAGE Publications
Subject
Marketing
Link
http://journals.sagepub.com/doi/pdf/10.1177/1470593106066780
Reference7 articles.
1. A relationship‐mediated theory of internal marketing
2. Tracking the evolution of the services marketing literature
3. Breaking Free from Product Marketing
4. Evolving to a New Dominant Logic for Marketing
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