3. Steve Vargo (marketing)

Steve Vargo is a notable figure in marketing, particularly recognized for his work on Service-Dominant Logic (SDL). This concept shifts the focus from traditional goods and products to the importance of services and customer relationships in value creation. Vargo argues that businesses should prioritize understanding customers' needs and co-create value with them, rather than just selling products. His ideas encourage marketers to see services as fundamental to business success, promoting collaboration between businesses and consumers in shaping their experiences. This perspective has influenced modern marketing strategies significantly.