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Marketing flexibility in the context of the service-dominant logic

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Considering the competitive landscape of postmodern marketing this paper investigates the role of flexibility in the context of the new marketing paradigms. The modern developments of marketing theory and practice have brought the concept of flexibility at the forefront of marketing systems, which are built around procedures that favour customer participation. The flexibility of marketing systems can significantly enhance the value co-creation process through participation, interaction and implementation, in order to develop complex value-constellation systems that are capable to maximise the satisfaction and benefits of all involved parties. Using a theoretical approach, the paper analyses the evolution of customer profile and behaviour, and proposes a synthetic model of flexible marketing systems, which integrate the active contribution of various stakeholders to product design and development.
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Keywords: MARKETING FLEXIBILITY; SERVICE-DOMINANT LOGIC; VALUE CO-CREATION

Document Type: Research Article

Publication date: August 1, 2009

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