STRATEGIES FOR INCREASING MARKETING FLEXIBILITY: AN APPLICATION OF THE SERVICE DOMINANT LOGIC

The paper outlines the necessity of marketing flexibility in the context of new theoretical and practical conditions, and proposes a synthetic model of flexible marketing systems capable to enhance the value co-creation process.

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Year of publication:	2009
Authors:	Calin, Gurau
Published in:	Annals of Faculty of Economics. - Facultatea de Ştiinţe Economice. - Vol. 4.2009, 1, p. 685-689
Publisher:	Facultatea de Ştiinţe Economice
Subject:	marketing flexibility \| the service-dominant logic

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Extent:	application/pdf
Type of publication:	Article
Language:	English
Classification:	M31 - Marketing
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10008511976