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Volume 20, Issue 4

27 June 2008

Editors

Goran Svensson

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ISSN 0955-534X

EISSN 1758-7107

Editorial

Special Issue: Current status and future direction views from global thought leaders III. Guest Editor: Gran Svensson

Mesmerizing marketing: a compact cultural history

Stephen Brown

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Customer centricity: reality or a wild goose chase?

Evert Gummesson

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Service logic revisited: who creates value? And who co‐creates?

Christian Grönroos

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The Business Genome Project and the advancement of business practice

Ian F. Wilkinson; Roy Crossfield

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Editorial

“Current status and future direction: views from global thought leaders - III

Goran Svensson

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Cover Image

Special Issue: Current status and future direction views from global thought leaders III. Guest Editor: Gran Svensson

Mesmerizing marketing: a compact cultural history

Customer centricity: reality or a wild goose chase?

Service logic revisited: who creates value? And who co‐creates?

The Business Genome Project and the advancement of business practice

Editorial

“Current status and future direction: views from global thought leaders - III

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“Current status and future direction: views from global thought leaders - III