Nuevas oportunidades en marketing: la lógica dominante del servicio
- Blázquez Resino, Juan José
- Esteban Talaya, Águeda
- Molina Collado, Arturo
ISSN: 0212-7237
Year of publication: 2010
Issue: 22
Pages: 11-26
Type: Article
More publications in: Revista de estudios económicos y empresariales
Abstract
Marketing has been defined and determined by the economic and social conditions existing in each of the stages of its history. Now, the current environment results in a situation completely different from that stated when it arose. In this new scenario will require theories, models and methods appropriate to allow more effectively address the marketing of products and services. Therefore, this paper presents an analysis of the latest news in the field of Marketing to identify new business opportunities and implications based on the Service Dominant Logic.