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| Author: | Vargo, S. L. |
| Title: | Special section on extending service-dominant logic, introduction: Market systems, stakeholders and value propositions: towards a service-dominant logic-based theory of the market |
| Journal: | European Journal of Marketing
2011 : VOL 45:1/2, p. 217-222 |
| Index terms: | marketing theory market theory integration |
| Language: | eng |
| Abstract: | The article is an introduction to the special section of European Journal of Marketing on the Forum of Markets and Marketing and extending Vargo & Lusch's service-dominant logic. The paper integrates conceptually the core concepts of service-dominant logic, markets and marketing. The special section of the journal seeks to provide understanding of the complex markets by studying how value propositions drive value co-creation. |
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