Table of contents - Special Issue: Current status and future direction: views from global thought leaders – III
Guest Editors: Professor Gran Svensson
Service logic revisited: who creates value? And who co‐creates?
Christian GrönroosIn the discussion on service‐dominant logic and its consequences for value creation and marketing the inner meaning of the value‐in‐use notion and the nature of service marketing…
28212
Customer centricity: reality or a wild goose chase?
Evert GummessonWith Sweden and Europe and the present and the future as vantage points, the purpose of this paper is to challenge the viability of customer centricity (or customer orientation…
7502
The Business Genome Project and the advancement of business practice
Ian F. Wilkinson, Roy CrossfieldBusiness innovation comes from combining, recombining and modifying existing ideas, knowledge and know‐how in new ways. The purpose of this paper is to describe an approach to…
15978
Mesmerizing marketing: a compact cultural history
Stephen BrownThe purpose of this paper is to examine the widely‐held belief that marketing holds customers in thrall and persuades them to buy things they otherwise would not.
3161
ISSN:
0955-534XOnline date, start – end:
1989Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof Goran Svensson