Marknadsföringsdisciplinens rådande paradigm idag : Goods-Dominant Logic, Service-Dominant Logic eller något annat?
This qualitative research is a contribution to the ongoing debate among marketing researchers regarding if there is a dominant paradigm and viewpoint of marketing and which one is the most appropriate. In this study current views of marketing are identified and then compared against the older Goods-...
| Main Authors: | , |
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| Format: | Others |
| Language: | Swedish |
| Published: |
Södertörns högskola, Institutionen för ekonomi och företagande
2011
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-9268 |