Looking through the lens of B2B and beyond... |
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| Authors: | Ajay K Kohli [Author Vitae] |
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| Institution: | Georgia Institute of Technology, Atlanta, GA, USA |
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| Abstract: | The systems perspective discussed by Vargo and Lusch (2010) is an intriguing notion that has the potential to spur the development of a unifying theory of marketing. While that may take time to develop, the perspective offers useful ideas for research and practice immediately. |
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| Keywords: | Systems perspective Marketing theory Value chains |
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