Introduction to the special issue on the service-dominant logic of marketing: Insights from The Otago Forum

Marketing Theory

Volumn 6, Issue 3, 2006, Pages 275-280

  Aitken, Robert ^a   Ballantyne, David ^a   Osborne, Phil ^a   Williams, John ^a  

^a UNIVERSITY OF OTAGO   (New Zealand)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84990348060     PISSN: 14705931     EISSN: None     Source Type: Journal    
DOI: 10.1177/1470593106066780     Document Type: Editorial

References (7)

1. Ballantyne, David (2003) ‘A Relationship Mediated Theory of Internal Marketing’, European Journal of Marketing 37(9): 1242–1260.
2. Fisk, R.P., Brown, S.W. and Bitner, M-J. (1993) ‘Tracking the Evolution of the Services Markl Literature’, Journal of Retailing 69(1): 61–103.
3. Lusch, Robert F. and Vargo, Stephen L. (eds) (2006) The Service Dominant Logic of Marketing: Dialog,Debate and Directions. Armonk, New York: M.E. Sharpe.
4. Shostack, G.L. (1977) ‘Breaking Free from Product Marketing’, Journal of Marketing 41(2): 73–80.
5. Vargo, Stephen L. and Lusch, Robert F. (2004a) ‘Evolving to a New Dominant Logic for Marketing’, Journal of Marketing 68(1): 1–17.
6. Vargo, Stephen L. and Lusch, Robert F. (2004b) ‘The Four Service Marketing Myths: Remnants of a Goods-basedManufacturing Model’, Journal of Service Research 6(4): 324–335.
7. Vargo, Stephen L. and Morgan, Fred W. (2005) ‘Services in Society and Academic Thought: An Historical Analysis’, Journal of Macromarketing 25(1): 42–53.