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Journal of Macromarketing, Vol. 25, No. 1, 42-53 (2005)
DOI: 10.1177/0276146705275294

Services in Society and Academic Thought: An Historical Analysis

Stephen L. Vargo

Fred W. Morgan

This article traces the development of economic activity and the sociopolitical, philosophical, and scientific agenda from which the present goods-centered paradigm of marketing emanated. The authors suggest that the services-centered model of exchange, abandoned during this development, is more appropriate for the advancement of the understanding of exchange relationships.

Key Words: service marketing • marketing history • economic history • service-dominant logic


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