Alternative marketing approaches for entrepreneurs /

Consumers have, to a large extent, become their own producers; they are more aware of marketing and are active in adding value to the products and experiences they want. By assessing customers as active agents rather than passive consumers, Björn Bjerke explores alternative ways of marketing for ne...

Full description

Bibliographic Details
Main Author: Bjerke, Björn, 1941- (Author)
Format: eBook
Published: Northampton, MA : Edward Elgar Pub., 2018.
Online Access:https://www.elgaronline.com/view/9781786438942/9781786438942.xml