Gummesson, Evert; Polese, Francesco - In: Journal of Business & Industrial Marketing 24 (2009) 5/6, pp. 337-350
Purpose – With B2B (business‐to‐business) and new developments in marketing as the springboard, this paper seeks to emphasize complexity and context in marketing systems, embracing both B2B and B2C (business‐to‐consumer) marketing. Design/methodology/approach – The approach takes the...