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A New Paradigm in Marketing – The Service Dominant Logic: Academia’s Reactions to the Theory of Vargo and Lusch
For virtually all of the 20th century, the paradigm in marketing was founded on early economic thoughts, making goods and exchanges the focal point of economic research and practice. In the 1980s and 1990s, scholars called for a paradigm shift, but did not deliver clear directives on how to move forward. It was not before 2004 when Stephen L. Vargo and Robert F. Lusch published their award-winning article Evolving to a New Dominant Logic for Marketing in the Journal of Marketing, dealing with a potentially new paradigm for marketing. The publication has caused a lot of discussions, crowned by a collection of essays from more than 50 scholars in 2006. This book aims at looking into the reactions and discussions regarding the proposed service-dominant logic in more detail. So far, no comprehensive overview of the existing literature has yet been made. This book will introduce the basic ideas of the service-dominant logic, followed by a detailed state-of-literature. The last part of the book will examine whether the concepts of a service-dominant logic display similarities with concepts of B2B marketing and whether they could successfully be adopted in B2B markets.
Bulletin
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The Royal Navy List
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1888-1893
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Discourse Analysis and the New Testament
The volume contains contributions by many of the major discourse analysts of the New Testament, including E.A. Nida, W. Schenk, J.P. Louw and J. Callow. Some of these essays deal with methodology, raising necessary questions about what it means to analyse discourse. Others demonstrate an already committed approach by reading specific texts. A 'state-of-the-art' volume for all scholars interested in this increasingly important area of New Testament research.
Stephen Russell Mallory
Just as Confederate naval action is commonly overshadowed by the land battles of the Civil War, the navy's originator, Stephen Mallory, is often overlooked in favor of more famous leaders. Mallory had served as one of Florida's U.S. senators for ten years before becoming navy secretary in the Confederate government, challenged to create a valid military force where none had existed. This biography chronicles Mallory's formative years in Key West, his decades of public service, and his declining days. It discusses his career in the United States Senate, where he chaired the Committee for Naval Affairs, helping to strengthen--in an ironic twist of fate--the very navy he would later attempt to defeat. The work also examines the challenges and obstacles Mallory faced in creating a navy for the South. Special attention is given to Mallory's family relationships. Primary sources include autobiographical documents and archival records.
The Navy List
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