A Stakeholder-Unifying, cocreation philosophy for marketing

Journal of Macromarketing

Volumn 31, Issue 2, 2011, Pages 129-134

  Lusch, Robert F ^a   Webster Jr , Frederick E ^b  

^a UNIVERSITY OF ARIZONA   (United States)

^b DARTMOUTH COLLEGE   (United States)

Author keywords

cocreation; stakeholder; strategy; value proposition

Indexed keywords

EID: 79955686046     PISSN: 02761467     EISSN: 15526534     Source Type: Journal    
DOI: 10.1177/0276146710397369     Document Type: Article

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