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Extending the role of consumers: From marketing targets to participant in business networks
Mälardalens högskola.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2016 (English)In: Extending the Business Network Approach: New Territories, New Technologies, New Terms / [ed] Peter Thilenius, Cecilia Pahlberg, Virpi Havila, London: Palgrave Macmillan, 2016, 67-82 p.Chapter in book (Refereed)
Abstract [en]

In traditional theories and models of the consumer marketing process, the active role in the marketing process is assumed to be confined to the business firm and/or constellations of commercial actors in a business network, while the role of the consumer is one of an isolated, receptive and, at most, merely re-active individual. By postulating an isolated, undistorted one-way flow of pre-allocated information regarding products (goods and services), the customer is implicitly described as somewhat exogenous to the marketing activities of firms and the business network (cf., Jensen-Schau et al. 2009).

Place, publisher, year, edition, pages
London: Palgrave Macmillan, 2016. 67-82 p.
National Category
Business Administration
Research subject
Business Studies
Identifiers
URN: urn:nbn:se:uu:diva-275730DOI: 10.1057/978-1-137-53765-2_4Scopus ID: 2-s2.0-84978344948ISBN: 9781137537652 (print)ISBN: 9781137537638 (print)OAI: oai:DiVA.org:uu-275730DiVA: diva2:900769
Available from: 2016-02-05 Created: 2016-02-05 Last updated: 2016-12-14Bibliographically approved

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Sörhammar, David

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