The narrated brand: an exploration into how employee narratives construct the brand of a large service organisation
This research grew out of a response to Gummesson's (1998) view that we need to challenge traditional views of marketing. Views linked to relational marketing, service-dominant logic, and experiential marketing represent some of the main paradigm shifts in marketing which challenge the tradi...
| Main Author: | |
|---|---|
| Other Authors: | |
| Published: |
ResearchSpace@Auckland
2011
|
| Online Access: | http://hdl.handle.net/2292/8306 |