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dc.contributor.authorBallantyne, David
dc.contributor.authorVarey, Richard J.
dc.date.accessioned2013-08-08T04:04:21Z
dc.date.available2013-08-08T04:04:21Z
dc.date.copyright2008-03-05
dc.date.issued2008
dc.identifier.citationBallantyne, D., & Varey, R. J. (2008). The service-dominant logic and the future of marketing. Journal of the Academy of Marketing Science, 36(1), 11-14.en_NZ
dc.identifier.urihttps://hdl.handle.net/10289/7838
dc.description.abstractAccording to Vargo and Lusch (Journal of Marketing, 68:1–17, 2004a, Journal of Service Research, 6:324–335, b), service is the appropriate logic for marketing. For them, service is an interactive process of “doing something for someone” that is valued. More radically, goods also render service and have value-in-use. In this context service becomes the unifying purpose of any business relationship. This marketing world-view involves broadening and reframing what by convention counts as service and stands in opposition to 200 years of mainstream economic logic in explaining productive capacity. In our view they have succeeded in applying their scholarly thinking to old themes with synergistic results. Their thesis challenges marketing orthodoxy, and will in our view support much future innovation in both theoretical and practical terms.en_NZ
dc.language.isoenen_NZ
dc.publisherSpringeren_NZ
dc.relation.ispartofJournal of the Academy of Marketing Science
dc.relation.urihttp://link.springer.com/article/10.1007%2Fs11747-007-0075-8en_NZ
dc.subjectco-creation of valueen_NZ
dc.subjectOtago forumen_NZ
dc.subjectvalue-in-useen_NZ
dc.subjectvalue propositionsen_NZ
dc.titleThe service-dominant logic and the future of marketingen_NZ
dc.typeJournal Articleen_NZ
dc.identifier.doi10.1007/s11747-007-0075-8en_NZ
dc.relation.isPartOfJournal of the Academy of Marketing Scienceen_NZ
pubs.begin-page11en_NZ
pubs.elements-id32972
pubs.end-page14en_NZ
pubs.issue1en_NZ
pubs.volume36en_NZ


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