Sökning: "Robert Vargo"

Hittade 1 uppsats innehållade orden Robert Vargo.

  1. 1. Marknadsföringsdisciplinens rådande paradigm idag  : Goods-Dominant Logic, Service-Dominant Logic eller något annat?

    Kandidat-uppsats, Institutionen för ekonomi och företagande

    Författare :Louise Strömqvist; Malin Elveberg; [2011]
    Nyckelord :Goods-Dominant Logic of Marketing; Service-Dominant Logic of Marketing; Paradigm; Vargo and Lusch; Kuhn; Anomalies; Crisis; Goods-Dominant Logic of Marketing; Service-Dominant Logic of Marketing; Paradigm; Vargo och Lusch; Kuhn; Anomalier; Kris;

    Sammanfattning : This qualitative research is a contribution to the ongoing debate among marketing researchers regarding if there is a dominant paradigm and viewpoint of marketing and which one is the most appropriate. In this study current views of marketing are identified and then compared against the older Goods-Dominant Logic of Marketing and Vargos’ and Luschs’ alternative Service-Dominant Logic of Marketing. LÄS MER