Archives de l’auteur : ngankouosorel

Reaction about the article : Evolving to a New Dominant Logic for marketing

Brief summary of the article : Evolving to a New Dominant Logic for marketing by Stephen L. Vargo & Robert F. Lusch basically is about how the concept of marketing has evolved over time, and how different school of thoughts … Lire la suite

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Reaction about the article  » Measuring Marketing Productivity: Current Knowledge and Future Directions »

Summary of the article : Billions of dollars are spent each year on marketing. As companies are struggling to produce ever higher profits in an environment that is increasingly competitive, they are more and more called upon to justify their … Lire la suite

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