||5 of 5 people found the following review helpful.| Sit Down with a Pencil and a Paper!|By Birud|First a disclaimer: the first co-author (Dr. Robert Lusch) was my dissertation chair, and the second co-author (Dr. Stephen Vargo) a senior colleague ahead of me in the same program, who stood out even then because of his independent thinking. I have tried to keep my review as much objective as possible, but I do not claim that I ha||'Lusch and Vargo's new volume is a radical innovation in marketing thinking. The volume brilliantly advances and consolidates the S-D logic initial research proposal, intriguingly suggesting an interdisciplinary scientific paradigm which will engage numerous
In 2004, Robert F. Lusch and Stephen L. Vargo published their groundbreaking article on the evolution of marketing theory and practice toward 'service-dominant (S-D) logic', describing the shift from a product-centred view of markets to a service-led model. Now, in this keenly anticipated book, the authors present a thorough primer on the principles and applications of S-D logic. They describe a clear alternative to the dominant worldview of the heavily planned, product...
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