Wim Rampen: The future of marketing - changing the game and playing field
How can Service Dominant Logic and its "value in use" mindset be helpful to rethink your marketing goals and approaches?
This is the first in a series of three short articles on the future of marketing. In this first article, I will explain how a Service Dominant Logic and its "value in use" thinking can be helpful to rethink your marketing goals and approaches. The second article will explain the concept of value co-creation, whereas in the third article I'll try to provide you with the implications for today's marketers, willing to explore new territories.
Time for marketing innovation
- Ulwick and Bettencourt: Giving Customer a fair hearing
- Sara Sandstrom, Bo Edvardsson, Per Kristensson and Peter Magnusson: Value In Use Through Service Experience
- Graham Hill: How to put Customer Needs at the Centre of Business Strategy