Fundamentals of service science Paul P. Maglio; Jim Spohrer Journal of the Academy of Marketing Science 2008 36(1), 18-20
Why “service”? Stephen L. Vargo; Robert F. Lusch Journal of the Academy of Marketing Science 2008 36(1), 25-38
The dual role of price: decomposing consumers’ reactions to price Franziska Völckner Journal of the Academy of Marketing Science 2008 36(3), 359-377
Service-dominant logic: continuing the evolution Stephen L. Vargo; Robert F. Lusch Journal of the Academy of Marketing Science 2008 36(1), 1-10
Trying to prosume: toward a theory of consumers as co-creators of value Chunyan Xie; Richard P. Bagozzi; Sigurd V. Troye Journal of the Academy of Marketing Science 2008 36(1), 109-122
Linking cause-related marketing to sales force responses and performance in a direct selling context Brian V. Larson; Karen E. Flaherty; Alex R. Zablah; Tom J. Brown; Joshua L. Wiener Journal of the Academy of Marketing Science 2008 36(2), 271-277
Managing the co-creation of value Adrian F. Payne; Kaj Storbacka; Pennie Frow Journal of the Academy of Marketing Science 2008 36(1), 83-96
Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators Celso Augusto de Matos; Carlos Alberto Vargas Rossi Journal of the Academy of Marketing Science 2008 36(4), 578-596
A longitudinal study of the effects of life status changes on changes in consumer preferences Anil Mathur; George P. Moschis; Euehun Lee Journal of the Academy of Marketing Science 2008 36(2), 234-246
A meta-analytic review of opportunism in exchange relationships Jody L. Crosno; Robert Dahlstrom Journal of the Academy of Marketing Science 2008 36(2), 191-201