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Keywords: Customer benefits
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Journal Articles
Journal:
Multinational Business Review
Multinational Business Review (2007) 15 (1): 67–88.
Published: 11 March 2007
... paradigm towards some more responsible marketing. More precisely, this commitment implies a vision of marketing in terms of competences, focusing mainly on the translation of SD values into customer benefits that might bring a lasting competitive advantage. It presupposes a genuine integration...
