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

76 Scopus citations
Original languageEnglish (US)
Pages (from-to)264-278
Number of pages15
JournalOrganizational Dynamics
Volume35
Issue number3
DOIs
StatePublished - Jul 17 2006

ASJC Scopus subject areas

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

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