An Empirical Examination of Service Dominant Logic: The Theory of the Network
Marketing scholars question the ability of the 4Ps to explain higher order phenomena in modern marketing. Scholars contend that marketing's historical framework, based in product centric economic theory, constrains the 4Ps ability to form a foundation for a general theory of marketing. The focu...
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| Format: | Others |
| Language: | English |
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University of North Texas
2007
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| Online Access: | https://digital.library.unt.edu/ark:/67531/metadc3925/ |