7. The three-stage model of service consumption

value-in-use’ (Vargo and Lusch 2004, p. 7). Consistent with this reasoning, academics gradually shifted from an output focus adapted from the goods literature to a process focus. Several models describing the various stages of the service consumption process have been proposed in …

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CHAPTER 2: INTEGRATED MARKETING COMMUNICATION

Vargo and Lusch (2004:6) note that this customer-centric philosophy entails more than simply being consumer oriented; it means collaborating with and learning from customers and being adaptable to their individual and dynamic needs. It also means that value is defined by and co-created with the consumer, rather than being

  Communication, Marketing, Integrated, Integrated marketing communications, Schul

January Tunica 2022 structures

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