Indian Institute of Public Administration

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Marketing as service-exchange: taking a leadership role in global marketing management

By: Lusch, Robert F.
Contributor(s): Maleter, Alan J | Vargo, Stephen L.
Material type: materialTypeLabelArticlePublisher: 2006Description: p.264-78.Subject(s): Management | Marketing | Leadership In: Organizational Dynamics
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Articles Articles Indian Institute of Public Administration
Volume no: 35, Issue no: 3 Available AR72287

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