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However, Vargo and Lusch's special contribution to marketing debate is in bringing these ideas together in a new way, in a new pattern - creating a holistic "service logic" for marketing practice(Lusch and Vargo Marketing Theory, 2006).
The major events at Insight include Bone of Contention: A National Level marketing debate, Productomania : where teams pitch for startups & a Workshop by AC Nielsen that caters to the needs of modern day marketing research techniques.