Value co-creation in social marketing: Functional or fanciful?
(2013)
Journal Article
Domegan, C., Collins, K., Stead, M., McHugh, P., & Hughes, T. (2013). Value co-creation in social marketing: Functional or fanciful?. Journal of Social Marketing, 3(3), 239-256. https://doi.org/10.1108/JSOCM-03-2013-0020
Purpose: Value co-creation thinking is reshaping the understanding of markets and marketing and presents a significant opportunity to develop the theory and practice of social marketing. However, whilst value co-creation offers thought-provoking new... Read More about Value co-creation in social marketing: Functional or fanciful?.