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Keywords: Customer value creation
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Journal Articles
The impact on competitiveness of customer value creation through relationship capabilities and marketing innovation
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Journal of Business & Industrial Marketing (2019) 34 (3): 618–627.
Published: 05 October 2018
...José Sánchez-Gutiérrez; Pablo Cabanelas; Jesús F. Lampón; Tania E. González-Alvarado Purpose The identification of customer needs through relationship management and their transformation into marketing innovation are two key processes in customer value creation. When combined, they can improve...
