Reinventing marketing strategy by recasting supplier/customer roles
Year of publication: |
2014
|
---|---|
Authors: | Gummesson, Evert ; Kuusela, Hannu ; Närvänen, Elina |
Published in: |
Journal of service management. - Bingley : Emerald, ISSN 1757-5818, ZDB-ID 2491767-9. - Vol. 25.2014, 2, p. 228-240
|
Subject: | Complexity | Pragmatism | Balanced centricity | Customer/supplier roles | Marketingmanagement | Marketing management | Beziehungsmarketing | Relationship marketing |
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