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Keywords: Customer needing
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Journal Articles
Journal of Business & Industrial Marketing (2012) 27 (2): 132–141.
Published: 27 January 2012
... is a genuinely customer‐side concept that corresponds to offering. The purpose of this study is to develop a new concept labeled “customer needing” which emerged from the material collected in an industrial service setting. Design/methodology/approach The paper reports a case study of a typical high...
