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Keywords: Function versus benefit versus purpose
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2011) 45 (7-8): 1310–1318.
Published: 26 July 2011
... benefit versus purpose Perspective Marketing history Logic United States of America United Kingdom This article is a response to the Lusch and Vargo defense of their service‐dominant perspective against our criticism in the European Journal of Marketing. Their claim is that our...
