Since Aristotle’s claim that knowledge is derived from the understanding of the whole and not that of the single parts (Aristotle’s Holism), researchers have been struggling with systems and parts in terms of their contents and their relative dynamics. This historic effort evolved during the...

Management and marketing research in service is at a turning point, and service research is increasingly challenging existing marketing myths and questioning the validity of traditional approaches. In this mainframe, service-dominant (S-D) logic and service science, along with many-to-many...

The aim of this chapter is to identify the key dimensions of service systems and to describe how they interact in the process of value co-creation. The four key dimensions identified in the analysis are: customers; people (including employees and other stakeholders); information; and technology....

COVER -- Quartino -- Indice -- Indice Figure, Tabelle, Box -- Prefazione -- Introduzione -- Capitolo 1. Principi di Marketing -- Capitolo 2. Mercati e Complessità -- Capitolo 3. Consumer Behaviour e Value Co-Creation -- Capitolo 4. Marketing Strategico -- Capitolo 5. Marketing Operativo --...