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Keywords: Reinventing marketing
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Journal Articles
The service revolution and its marketing implications: service logic vs service-dominant logic
Available to Purchase
Managing Service Quality: An International Journal (2014) 24 (3): 206–229.
Published: 06 May 2014
...; the service provider drives value creation. The managerial implications are not service perspective-based, and co-creation may be imprisoned by its metaphor. In contrast, SL takes an analytical approach, with co-creation concepts that can significantly reinvent marketing from a service perspective. Value gets...
