Much has been written about Service-Dominant Logic, Vargo and Lusch’s vaunted contention that service isn’t an add-on to goods but goods are tangible reminders of service. Most of these writings are conceptual rather than empirical, however. This paper adds an empirical dimension to SDL by...

Purpose – To extract the secrets of the marketing of Dan Brown's world‐wide bestseller, The Da Vinci Code . Design/methodology/approach – Case study research based on secondary sources and close reading of relevant texts. Findings – The staggering success of The Da Vinci Code is contrary...

Purpose – In a world where commerce and culture are still somewhat estranged, the purpose of this paper is to show that high culture’s supreme exponents were commercially minded masters of marketing. Design/methodology/approach – Historically situated, the paper adopts a biographical...