The service-dominant logic in marketing: an essay with teachers and students of the master's in administration
This study responds to a theoretical essay, where it sought to analyses the dominant logic of service in marketing and its contextualization, based on studies initiated by exponents such as Vargo and Lusch in 2004. In other words, this new logic interpreted that value is constructed from the perspec...
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| Formato: | article |
| Idioma: | eng |
| Publicado em: |
2021
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| Texto completo: | https://doi.org/10.14807/ijmp.v12i1.1301 |
| País: | Brasil |
| Oai: | oai:www.ijmp.jor.br:article/1301 |