The discussion of a service-dominant logic has made the findings of decades of service marketing research a topic of … interest for marketing at large. Some fundamental aspects of the logic such as value creation and its marketing implications … are more complex than they have been treated as so far and need to be further developed to serve marketing theory and …

There is an urgent interest in marketing to move away from neo-classical value definitions suggesting that value …-important dynamics associated with ´value creation´ and ´value´ - a dynamics the paper claims has eluded past marketing research.<p> The …

Service-Dominant (S-D) Logic. S-D Logic is widely discussed in the field of Marketing, the paper tries to extend S-D Logic in …

Purpose The paper examines the concept of silent communication and its implications in marketing communication. It … defines silent communication and proposes an analytic framework enabling an expanded view of marketing communication. Design …/methodology/approach By explicitly adopting a customer-oriented perspective, combined with insights from service marketing and relationship …

providers. Service-dominant logic is a prevalent concept in the services industry, providing an important marketing theory in … which intangible resources, co-creation of value, and relationships are the keys to determining marketing exchanges. This …

of value cocreation activities and categorize them in terms of marketing logics. The paper offers insights on how … marketing managers perceive value cocreation based on an analysis of examples of its application in practice. It responds to … organizations cocreate value with customers through marketing activities. The resulting 99 examples were classified according to …

and if the firms pursue a co-planning value strategy, this latter affects marketing choices of tourist product. Authors …