From goods-toward service-centered marketing: Dangerous dichotomy or an emerging dominant logic?

Roderick J. Brodie, Jaqueline Pels, Michael Saren

    Research output: Chapter in Book/Report/Conference proceedingChapter

    2 Citations (Scopus)
    Original languageEnglish
    Title of host publicationThe Service-Dominant Logic of Marketing
    Subtitle of host publicationDialog, Debate, and Directions
    PublisherTaylor and Francis
    Number of pages13
    ISBN (Electronic)9781315699035
    ISBN (Print)9780765614919
    Publication statusPublished - 18 Dec 2014

    ASJC Scopus subject areas

    • Economics, Econometrics and Finance(all)
    • Business, Management and Accounting(all)

    Cite this