Book of Donmon Teith

The book features 9 previously published journal articles written by Christian Gronroos between 1979 to date. Four of the articles will be on service marketing

Expanding on the editors' award-winning article "Evolving to a New Dominant Logic for Marketing," this book presents a challenging new paradigm for the marketin

In 2004, Robert F. Lusch and Stephen L. Vargo published their groundbreaking article on the evolution of marketing theory and practice toward 'service-dominant

The 6th edition of the best-selling Marketing Book has been extensively updated to reflect changes and trends in current marketing thinking and practice. Taking

Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international