The Evolving New Topology of Marketing From A Design Weltanschauung

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Abstract

We enhance the theory beyond the dimension of Service-dominant-Logic by constructing a conceptual framework coined as the Design-Dominant Logic aligning diverse challenges that marketing faces into a holistic framework by delivering a solid model to cope with disruptions. We construct for co-evolutionary a foundation towards the “market-within” dimension of relations.
Original languageEnglish
Title of host publicationAMA Summer Academic Conference Bridging Gaps: Marketing in an Age of Disruption August 18-20, 2020
EditorsSimon Blanchard
Place of PublicationVirtual
PublisherAmerican Marketing Association
Pages997-1012
Volume31
ISBN (Electronic)978-0-87757-008-0
Publication statusPublished - 20 Aug 2020
EventAMA Summer Academic Conference 2020: Bridging Gaps: Marketing in an Age of Disruption - Virtual Event
Duration: 18 Aug 202020 Aug 2020

Conference

ConferenceAMA Summer Academic Conference 2020
Period18/08/2020/08/20

Keywords

  • Marketing theory
  • Co-Evolution
  • Co-creation
  • Design Dominant Logic
  • Service-Dominant Logic

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