Toward a Better Understanding of the Role of Value in Markets and Marketing de Naresh K. Malhotra: New Hardback (2012)

Descripci�n

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.

N� de ref. del art�culo LU-9781780529127

Contactar al vendedor

Denunciar este art�culo

Detalles bibliogr�ficos

T�tulo: Toward a Better Understanding of the Role of Value in Markets and Marketing
Editor: Emerald Publishing Limited, GB
Fecha de publicaci�n: 2012
Idioma: Ingl�s
ISBN 10: 1780529120
ISBN 13: 9781780529127
Encuadernaci�n: Hardback
Estado: New
Dimensiones: 16,51 cent�metros de ancho por 2,54 de alto por 24,13 de largo
Peso: 544 gramos

Acerca de

Sinopsis

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.

Rese�a del editor

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.

"Sobre este t�tulo" puede pertenecer a otra edici�n de este libro.