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- W2269388512 abstract "The Systemic Marketing approach was introduced at the beginning of the new millennium as an answer to the changed market conditions which limited the effectiveness of traditional Marketing. Since then several refinements of the original approach have been introduced. Among them the role of the so-called persumer has been emphasized in the most recent advancements. Currently, after having clarified the main contents of the new perspective, the theorization efforts about Systemic Marketing are directed toward the understanding of the implementation processes of Systemic Marketing within the firms. In this paper we suggest that the so-called ITER of Systemic Marketing may represent a valuable solution to fill the mentioned gaps. As a consequence, after a review of the main concepts and ongoing evolutions of the Systemic Marketing approach, in the next pages we explore the issue of its implementation through the ITER instruments." @default.
- W2269388512 created "2016-06-24" @default.
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- W2269388512 date "2014-07-12" @default.
- W2269388512 modified "2023-09-24" @default.
- W2269388512 title "The “ITER” of Systemic Marketing: An Effective Approach for Implementing a Successful Services’ (Consumer-)Persumer Involvement" @default.
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