Service-Dominant logic

The evolution of a universal marketing rhetoric

Authored by: Chris Miles

The Routledge Companion to Critical Marketing

Print publication date:  September  2018
Online publication date:  September  2018

Print ISBN: 9781138641402
eBook ISBN: 9781315630526
Adobe ISBN:

10.4324/9781315630526-13

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Abstract

Vargo and Lusch’s (2004a) Journal of Marketing paper, “Evolving to a new dominant logic of marketing”, has had a profound influence upon the discourse of academic marketing. At the time of writing it has gathered over 7,900 citations indexed by Google Scholar, putting it far ahead of any other paper published in the discipline’s foremost organ of dissemination.

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