کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1027849 942266 2011 7 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
It's all B2B…and beyond: Toward a systems perspective of the market
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
It's all B2B…and beyond: Toward a systems perspective of the market
چکیده انگلیسی

The delineation of B2B from ‘mainstream’ marketing reflects the limitations of the traditional, goods-dominant (G-D) model of exchange and a conceptualization of value creation based on the ‘producer’ versus ‘consumer’ divide. Service-dominant (S-D) logic broadens the perspective of exchange and value creation and implies that all social and economic actors engaged in exchange (e.g., firms, customers, etc.) are service-providing, value-creating enterprises; thus, in this sense, all exchange can be considered B2B. From this perspective, the contributions of B2B marketing (and other sub-disciplines) can be seen as applicable to ‘mainstream’ marketing. This generic, actor-to-actor (A2A) orientation, in turn, points toward a dynamic, networked and systems orientation to value creation. This article discusses this systems-oriented framework and elaborates the steps necessary for developing it further into a general theory of the market, informed by the marketing sub-disciplines, marketing practices, and disciplines external to marketing.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Industrial Marketing Management - Volume 40, Issue 2, February 2011, Pages 181–187
نویسندگان
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