Marketing thinking has long assumed that the supplier is dominant over consumers and customers. Increasingly, such hierarchical
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Marketing thinking has long assumed that the supplier is dominant over consumers and customers. Increasingly, such hierarchical asymmetrical relationships are being replaced by symmetrical relating in which consumers are active problem-solvers. Why is this happening? Identify some market situations where customers are dominant.
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Marketing Communication A Critical Introduction
ISBN: 9780415230407
1st Edition
Authors: Richard Varey
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