Journal Title
Title of Journal: J of the Acad Mark Sci
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Abbravation: Journal of the Academy of Marketing Science
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Authors: Stephen L Vargo Robert F Lusch
Publish Date: 2007/08/03
Volume: 36, Issue: 1, Pages: 25-38
Abstract
“Servicedominant logic” appears to have found resonance in the marketing community since its introduction as the evolving “new dominant logic” in the Journal of Marketing Vargo and Lusch 2004a Journal of Marketing 68 1–17 January But on occasion so has the question of whether the concept “service” captures the essence of the new logic This article addresses the role of “service” as the heart of valuecreation exchange markets and marketing as well as its considerable implications for research practice societal wellbeing and public policy The purposes are both to clarify the issues and to foster the continuing dialog around the servicedominant logic for marketing as well as for other disciplines
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