Marketing as Service-Exchange: . Taking a Leadership Role in Global Marketing Management

Robert F Lusch, STEPHEN L. VARGO, ALAN J. MALTER

Research output: Contribution to journalArticle

73 Citations (Scopus)
Original languageEnglish (US)
Pages (from-to)264-278
Number of pages15
JournalOrganizational Dynamics
Volume35
Issue number3
DOIs
StatePublished - 2006
Externally publishedYes

Fingerprint

Marketing
marketing
leadership
management
Global marketing
Marketing management
Leadership roles

ASJC Scopus subject areas

  • Organizational Behavior and Human Resource Management
  • Applied Psychology
  • Sociology and Political Science

Cite this

Marketing as Service-Exchange : . Taking a Leadership Role in Global Marketing Management. / Lusch, Robert F; VARGO, STEPHEN L.; MALTER, ALAN J.

In: Organizational Dynamics, Vol. 35, No. 3, 2006, p. 264-278.

Research output: Contribution to journalArticle

@article{352e23cf5d7140e29eb2a5e63ffafaae,
title = "Marketing as Service-Exchange: . Taking a Leadership Role in Global Marketing Management",
author = "Lusch, {Robert F} and VARGO, {STEPHEN L.} and MALTER, {ALAN J.}",
year = "2006",
doi = "10.1016/j.orgdyn.2006.05.008",
language = "English (US)",
volume = "35",
pages = "264--278",
journal = "Organizational Dynamics",
issn = "0090-2616",
publisher = "Elsevier BV",
number = "3",

}

TY - JOUR

T1 - Marketing as Service-Exchange

T2 - . Taking a Leadership Role in Global Marketing Management

AU - Lusch, Robert F

AU - VARGO, STEPHEN L.

AU - MALTER, ALAN J.

PY - 2006

Y1 - 2006

UR - http://www.scopus.com/inward/record.url?scp=33745810532&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=33745810532&partnerID=8YFLogxK

U2 - 10.1016/j.orgdyn.2006.05.008

DO - 10.1016/j.orgdyn.2006.05.008

M3 - Article

AN - SCOPUS:33745810532

VL - 35

SP - 264

EP - 278

JO - Organizational Dynamics

JF - Organizational Dynamics

SN - 0090-2616

IS - 3

ER -