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What is Service Logic in Marketing Theory about?

This document discusses adopting a service logic for marketing. It argues that a service logic fits better with most goods-producing businesses today compared to a goods logic. The Nordic School of service marketing research started developing service-oriented concepts in the 1970s that viewed customers as co-producers and marketing more holistically beyond just a function. This penetrated the "black box" of consumption that goods-based marketing models treated as unknown. A service logic allows marketers t

Author

krenari68

Language

EN