Customers as co-producers: Implications for marketing strategy effectiveness and marketing operations efficiency

The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions

Volumn , Issue , 2014, Pages 166-179

  Kalaignanam, Kartik ^a   Varadarajan, Rajan ^a  

^a TEXAS A AND M UNIVERSITY   (United States)

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EID: 85089133001     PISSN: None     EISSN: None     Source Type: Book    
DOI: None     Document Type: Chapter

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