Evolving to a New Dominant Logic for Marketing
Abstract
Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of “goods,” which usually are manufactured output. The dominant logic focused on tangible resources, embedded value, and transactions. Over the past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the cocreation of value, and relationships. The authors believe that the new perspectives...
Paper Details
Title
Evolving to a New Dominant Logic for Marketing
Published Date
Jan 1, 2004
Journal
Volume
68
Issue
1
Pages
1 - 17
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Notes
History