Decoding the XXI Century’s Marketing Shift: An Agency Theory Framework
Since the beginning of the XXI century, marketing theory has moved through a series of epistemological shifts from modern positivism to postmodern constructivism. This has resulted in a series of changes to the main concepts of “traditional” marketing such as: market, product, customer, and value. T...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2016-11-01
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| Series: | Systems |
| Subjects: | |
| Online Access: | http://www.mdpi.com/2079-8954/4/4/35 |