Description
This ninth volume in the Review of Marketing Research series provides a comprehensive examination of value’s critical role in contemporary markets and marketing practices. The book brings together contributions from leading marketing scholars, including Stephen L. Vargo and Robert F. Lusch, who have pioneered service-dominant logic thinking.
The collection addresses how value is created, perceived, and exchanged in modern business environments. It explores the evolution of value concepts from traditional product-centric views to more sophisticated, customer-centric perspectives. Readers will gain insights into how organizations can better understand and leverage value propositions to compete effectively.
Published by Emerald Group Publishing Limited, this academic resource is essential for marketing professionals, scholars, and business students seeking to deepen their understanding of value dynamics in contemporary markets.
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