Experiential marketing: bridging the gap between value creation to customers and value capture by firms
An already voluminous literature addressing the value of marketing to the firm has, until now, fallen short of expectations. In a context in which marketers have increasingly been challenged to prove their worth, the scholarly attempts to demonstrate the value of marketing to the firm have stumbled...
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| Format: | doctoralThesis |
| Language: | por |
| Published: |
2021
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| Online Access: | http://hdl.handle.net/10071/21369 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/21369 |