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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
SCIMA record nr: 275085
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