The Four Service Marketing Myths – Remnants of a Goods-Based Manufacturing Model

From SEBoK
Jump to navigation Jump to search
The printable version is no longer supported and may have rendering errors. Please update your browser bookmarks and please use the default browser print function instead.

Vargo, S.L., and R.F. Lusch. 2004. "The Four Service Marketing Myths – Remnants of a Goods-Based Manufacturing Model." Journal of Service Research. 6 (4): 324-335.

Usage

This source is considered a primary reference for the following articles:

Annotation

This paper discusses the service marketing concept that addresses a broadened perspective built on the existing manufacturing-based model. The paper discusses advances made by service scholars to provide a foundation for a more service-dominant view of all exchange from which more appropriate normative strategies can be developed for all of marketing.

SEBoK v. 2.6, released 20 May 2022