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https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/8054
Title: | Rethinking the Role of Services |
Authors: | Stephen L. Vargo Robert F. Lusch |
Issue Date: | 1999 |
Publisher: | American Marketing Association- Winter Educators Conference |
Abstract: | The purpose of this paper is to question the goodscentered orientation from which we presently derive both our understanding of the role of services in economic exchange as well as our notions concerning the marketing of services, and to suggest a significantly revised paradigm, with an expanded view of the role of services. We propose that services are neither a special case of goods nor "immaterial things." |
URI: | http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/8054 |
Appears in Collections: | Articles to be qced |
Files in This Item:
File | Size | Format | |
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RETHINKING THE ROLE OF SERVICES.pdf Restricted Access | 818.84 kB | Adobe PDF | View/Open Request a copy |
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