Marketing-as-practice : a framework and research agenda for value-creating marketing activity
Year of publication: |
2023
|
---|---|
Authors: | Skålén, Per ; Cova, Bernard ; Gummerus, Johanna ; Sihvonen, Antti |
Published in: |
Marketing theory. - Thousand Oaks, Calif. [u.a.] : Sage, ISSN 1741-301X, ZDB-ID 2072860-8. - Vol. 23.2023, 2, p. 185-206
|
Subject: | Marketing activity | marketing practices | marketing practitioners | marketing praxis | practice theory | value creation | Marketing | Marketingmanagement | Marketing management | Betriebliche Wertschöpfung | Value creation |
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