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Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management
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Toward a Better Understanding of the Role of Value in Markets and Marketing (Hardcover, New)
Loot Price: R3,731
Discovery Miles 37 310
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Toward a Better Understanding of the Role of Value in Markets and Marketing (Hardcover, New)
Series: Review of Marketing Research
Expected to ship within 12 - 19 working days
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In their 2004 article "Evolving to a new dominant logic for
marketing," Vargo and Lusch established the related principles that
value is always co-created and, thus, firms cannot deliver value,
but only develop compelling value propositions. This perspective is
now known as "service-dominant (S-D) logic." Subsequent S-D logic
work has suggested that value is not only always co-created; it
also requires the integration of resources from multiple sources
and thus is contextually contingent, since each instance of value
creation involves the availability, integration, and use of a
different combination of resources. This repositioning of value,
from a static concept of something embedded in the output of a
"producer" to be "consumed," to a dynamic concept of a co-created
outcome in ever-changing, networked systems, can be seen throughout
the manuscripts in this volume.
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