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 B.V.",

number = "3",

}

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AU - LUSCH, ROBERT F.

AU - VARGO, STEPHEN L.

AU - MALTER, ALAN J.

PY - 2006

Y1 - 2006

UR - https://www.scopus.com/pages/publications/33745810532

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U2 - 10.1016/j.orgdyn.2006.05.008

DO - 10.1016/j.orgdyn.2006.05.008

M3 - Article

AN - SCOPUS:33745810532

SN - 0090-2616

VL - 35

SP - 264

EP - 278

JO - Organizational Dynamics

JF - Organizational Dynamics

IS - 3

ER -