The new dominant logic of marketing : Views of the elephant

@inproceedings{Ambler2004TheND,
  title={The new dominant logic of marketing : Views of the elephant},
  author={T. Ambler},
  year={2004}
}
Marketing is as old as commerce but the discipline only emerged in the last century to support a new manager cadre: marketers. Marketing itself differs less than the various perspectives academics take of it. Marketing is also context dependent. The product, be it goods, services or service, may have only a small moderating impact on the fundamental logic of marketing. Increasing choice and complexity are influencing practice, as is the pressure for accountability. Brand equity is key… CONTINUE READING

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