Horne, Suzanne; Naudé, Pete; Worthington, Steve - In: International Journal of Bank Marketing 18 (2000) 6, pp. 287-293
Aims to expand the traditional view of marketing to include a wider network of actors, all of which have a role to play in executing transactions. Measurement has traditionally been a stumbling‐block: while the importance of actors other than those forming the traditional dyad is accepted, it...