Journal of Marketing · 200314,351 citations
Evolving to a New Dominant Logic for Marketing
Stephen L. Vargo, Robert F. Lusch
0discussions
A lightweight one-liner about this paper — for when it isn't a full discussion. Start a discussion instead if it needs back-and-forth.
No quick takes yet. Be the first to leave one.
Ask a question, share a critique, or post a reproduction note.
No related papers yet — they'll appear as the catalog grows.