Service-Dominant Logic of Marketing
SAGE Publications offers free online access to Lusch and Vargo (2006), "Service-Dominant Logic: Reactions, Reflections and Refinements"
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SAGE Publications is offering free online access to the introductory article of the recently published special issue of Marketing Theory "On the Service-Dominant Logic of Marketing: Insights from the Otago Forum."
The article is
Lusch, Robert F. and Stephen L. Vargo (2006), "Service-Dominant Logic: Reactions, Reflections and Refinements," Marketing Theory, 6(3), 281-288.