...Ruby Saine; Carlin A. Nguyen; Ali Besharat; Philip J. Trocchia Purpose When consumers imagine themselves in various consumption scenarios, they can do so from the actor or the observer perspective. These different vantage points are known as imagery perspectives. This paper aims to investigate how...

... 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...

...: a necessary step ”, European Journal of Marketing , Vol. 45 Nos 7/8 , pp. 1298 ‐ 309 . Normann , R. (2001), Reframing Business: When the Map Changes the Landscape , Wiley , Chichester . O'Shaughnessy , J. and O'Shaughnessy , N.J. (2009), “ The service‐dominant perspective...