Service-dominant logic — a guiding framework for inbound marketing

Evolving to a New Dominant Logic for Marketing

Stephen L. Vargo, Robert F. Lusch · Journal of Marketing · 2003 · 14.4K citations

Business, Marketing, Marketing Management +7

Service-dominant logic: continuing the evolution

Stephen L. Vargo, Robert F. Lusch · Journal of the Academy of Marketing Science · 2007 · 7.3K citations

Business, Information Systems, Business Strategy +2

Competing through service: Insights from service-dominant logic

Robert F. Lusch, Stephen L. Vargo, Matthew O’Brien · Journal of Retailing · 2006 · 1.7K citations

Business, Marketing, Strategic Management +7

The Four Service Marketing Myths

Stephen L. Vargo, Robert F. Lusch · Journal of Service Research · 2004 · 1.3K citations · Full text

Business, Marketing, Marketing Management +9

Service, value networks and learning

Robert F. Lusch, Stephen L. Vargo, Mohan Tanniru · Journal of the Academy of Marketing Science · 2009 · 981 citations

Business, Marketing, Marketing Management +12