Service-informed marketing reform

What is it about?

Marketing has developed a myopic focus on activities.To regain its role as credible academic discipline and business practice, marketing needs reform. The article develops a dynamic service-informed marketing model based on an analysis of marketing as a higher order phenomenon. As such marketing is defined as the process of creating meaningfulness and making organizations meaningful to the users of its goods, services and other resources. To do this, sufficient insight into the users' logics and ecosystems must be acquired.

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