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 journal › Article › peer-review

ASJC Scopus subject areas

@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",

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AU - VARGO, STEPHEN L.

AU - MALTER, ALAN J.

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DO - 10.1016/j.orgdyn.2006.05.008

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JO - Organizational Dynamics

JF - Organizational Dynamics

IS - 3

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