Service-dominant logic — a guiding framework for inbound marketing

Lusch, R.F. (2006): The Small and Long View, in: Journal of Macromarketing, 26,2, pp. 240–244.

Lusch, R.F./ Vargo, S.L. (2006): The Service-Dominant Logic of Marketing: Dialog, Debate and Directions, Armonk, New York: M.E. Sharpe.

Lusch, R.F./ Vargo, S.L./ Malter, A.J. (2006): Taking a Leadership Role in Global Marketing Management, in: Organizational Dynamics, 35,3, pp. 264–278.

Lusch, R.F. (2007): Marketing’s Evolving Identity: Defining Our Future, in: Journal of Public Policy and Marketing, 26,2, pp. 261–269.

Lusch, R.F./ Vargo, S.L./ O’Brien, M. (2007): Competing Through Service: Insights from Service-Dominant Logic, in: Journal of Retailing, 83,1, pp. 5–18.

Lusch, R.F./ Vargo, S.L./ Tanniru, M. (2009): Service, Value Networks and Learning, in: Journal of the Academy of Marketing Science (forthcoming).

Vargo, S.L./ Lusch, R.F. (2004a), Evolving to a New Dominant Logic for Marketing, in: Journal of Marketing, 68,1, pp. 1–17.

Vargo, S.L/ Lusch, R.F. (2004b): The Four Service Marketing Myths: Remnants of a Goods-Based, Manufacturing Model, in: Journal of Service Research, 6,4, pp. 324–335.

Vargo, S.L./ Lusch, R.F. (2008a): Service-Dominant Logic: Continuing the Evolution, in: Journal of the Academy of Marketing Science, 36,1, pp. 1–10.

Vargo, S.L./ Lusch, R.F. (2008b): Why Service, in: Journal of the Academy of Marketing Science 36,1, pp. 25–38.

Vargo, S.L./ Morgan, F.W. (2005): Services in Society and Academic Thought: An Historical Analysis, in: Journal of Macromarketing, 25,1, pp. 42–53.