8-2. Why are customers increasingly vital in the creation of innovative new products and services? How has

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8-2. Why are customers increasingly vital in the creation of innovative new products and services? How has this come about? (AACSB: Communication; Reflective Thinking)

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Marketing An Introduction

ISBN: 9781292146508

13th Global Edition

Authors: Marc Opresnik, Gary Armstrong, Philip Kotler

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