Extend your reading even further with these texts!

Merz, M. A., He, Y. and Vargo, S. L. (2009) The evolving brand logic: a service-dominant logic perspective. Journal of the Academy of Marketing Science, 37 (3), pp. 328–344.

Rallis, S. F. and Rossmann, G. B. (2012) The Research Journey: Introduction to Inquiry. New York: The Guildford Press.