What can be done to accelerate progress adopting Service-Dominant logic (S-D logic) in marketing courses? Furthermore, how might S-D logic serve as a bridge between marketing and other academic disciplines to better prepare the next generation to understand the entities, interactions, and outcomes that make up their lives, and which they seek to influence in a purposeful manner? S-D logic provides a worldview and mindset that is both transdisciplinary and systems thinking in nature, and rooted in marketing with five core axioms that concisely connect the dots for understanding the design and evolution of service systems, networks, and ecosystems.
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