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Christian Grönroos: Adopting a Service Logic for Marketing (10.10.2006)
Published in: Marketing Theory, Vol. 6, No. 3, 2006, pp. 317-333
Abstract: Following the article by Vargo and Lusch (2004) the use of a service-dominant logic has become an international topic for discussion. In the present article, following the research tradition of the Nordic School the contribution of service marketing to marketing at large is discussed. In this article a service logic is
compared to a goods logic. It is concluded that a service logic fits best the context of most goods producing businesses today. These conclusions are similar to those proposed by Vargo and Lusch (2004). However, there are differences as well, as the approach of the Nordic School is to study services directly in their marketing context and report on how changing marketing contexts influence the logic required for effective marketing.
Key Words: Service logic, service marketing, service logic in marketing, marketing theory
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