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| Author: | Skålen, P. Hackley, C. |
| Title: | Marketing-as-practice. Introduction to the special issue |
| Journal: | Scandinavian Journal of Management
2011 : JUN, VOL. 27:2 p. 189-195 |
| Index terms: | marketing |
| Freeterms: | introduction practice theory marketing-as-practice |
| Language: | eng |
| Abstract: | This introduction presents this Special issue's articles as follows: "Organizational dynamics and complexities of corporate brand building - a practice perspective" by R. Järventie-Thesleff, J. Moisander and P.-M. Laine ; "Service development as practice: a rhetorical analysis of customer-related arguments in a service development projects" by C. von Koskull and M. Fougere ; "Unraveling the practices of "productization" in professional service firms" by E. Jaakkola |
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