Toward a better understanding of the role of value in markets and marketing special issue

• Other Authors: Vargo, Stephen L., 1945-, Lusch, Robert F.
• Format: eBook
• Language: English
• Published: Bingley, U.K. : Emerald, 2012.
• Series: Review of marketing research, v. 9
• Subjects: Marketing.; Value.; elektronické knihy; electronic books
• ISBN: 9781780529134
• ISSN: 1548-6435 ;
• Physical Description: 1 online zdroj (xv, 252 p.) : ill.

In their 2004 article "Evolving to a new dominant logic for marketing," Vargo and Lusch established the related principles that value is always co-created and, thus, firms cannot deliver value, but only develop compelling value propositions. This perspective is now known as "service-d...