The paradigmatic pitfalls of customer-centric marketing

Marketing Theory

Volumn 12, Issue 2, 2012, Pages 155-172

  Osborne, Phil ^a   Ballantyne, David ^a  

^a UNIVERSITY OF OTAGO   (New Zealand)

Author keywords

customer centric; dominant logic; firm centric; value creation

Indexed keywords

EID: 84863002554     PISSN: 14705931     EISSN: 1741301X     Source Type: Journal    
DOI: 10.1177/1470593112441564     Document Type: Article

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