Marketing needs a new mindset to fulfill its proper role in creating and sustaining strategic advantage. To extend its influence beyond the boundaries of current offerings, the firm, and conventional practice, marketing and markets must be viewed through a service lens. This lens allows marketing to take a lead role in assisting the enterprise to become an enabler of value co-creation by customers who have jobs to be done. This article offers four new premises to guide marketing thought and practice and draw out implications of these premises for achieving and sustaining strategic advantage.

【書誌情報】

ページ数：23ページ

サイズ：A4

商品番号：HBSP-CMR581

発行日：2014/12/15

登録日：2015/1/14