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

Cälin Gurǎu

9 citations0/0 files storedRePEc: Research Papers in Economics

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Service and Product Innovation Marketing and Advertising Strategies Business Strategies and Innovation

Abstract

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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2003Evolving to a New Dominant Logic for Marketing 1992The Changing Role of Marketing in the Corporation 1987Product/Consumption-Based Affective Responses and Postpurchase Processes 2004The future of competition: co-creating unique value with customers 1993From value chain to value constellation: designing interactive strategy.2012Time – The Next Source of Competitive Advantage 2001Reframing Business: When the Map Changes the Landscape 1996Know Your Customer: New Approaches to Understanding Customer Value and Satisfaction

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2020Applications of marketing flexibility in manufacturing and service sectors

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