This paper aims at introducing a new framework to interpret and/or exploit the dynamics among agents in “marketing-oriented management” (Gummesson and Polese, 2009) called A2A (Vargo and Lusch, 2016). By overcoming the traditional distinction between producers and consumers in the B2B (Business-to-Business) and B2C (Business-to-Consumer) classifications, this work paves the way to the wider and co-operative concept of A4A (Actor-for-Actor) relationships.
From Businesses and Consumers to Actors relationships
Sarno D
2017-01-01
Abstract
This paper aims at introducing a new framework to interpret and/or exploit the dynamics among agents in “marketing-oriented management” (Gummesson and Polese, 2009) called A2A (Vargo and Lusch, 2016). By overcoming the traditional distinction between producers and consumers in the B2B (Business-to-Business) and B2C (Business-to-Consumer) classifications, this work paves the way to the wider and co-operative concept of A4A (Actor-for-Actor) relationships.File in questo prodotto:
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