customer value

Re-envisioning Marketing: One Assemblage at a Time (Schulich Spotlight on Research 2014)

Re-envisioning Marketing: One Assemblage at a Time (Schulich Spotlight on Research 2014)

For Schulich Marketing Professor Markus Giesler, marketing is not the art of satisfying consumers. It’s the art of assembling markets. Is this why some of the world’s most successful companies are adopting his breakthrough approach? A journey into the world of market systems.