Open Marketing: Conceptualizing external parties’ strategic marketing activities
Open marketing as conceptualized in this paper refers to how external parties take part in strategic, integrative marketing activities. To distinguish this more recent trend in marketing from traditional meanings of marketing, the paper provides a typology on roles and role keepers in marketing. Fou...
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| Format: | Article |
| Language: | English |
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Carleton University
2020-08-01
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| Series: | Technology Innovation Management Review |
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| Online Access: | https://timreview.ca/timreview.ca/article/1377 |