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Keywords: Experiential marketing
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Journal Articles
Journal:
Management Decision
Management Decision (2012) 50 (1): 7–20.
Published: 03 February 2012
...Hueiju Yu; Hsien‐Tang Ko Purpose The purpose of this study is to propose an effective mechanism of developing innovative ICT‐enabled services from the perspective of experiential marketing with the aim to utilize a commonly used product design model of Kano. Design/methodology/approach...
