Providing a new perspective on understanding and measuring of customer inspiration
Auteur :
Stoll, Lisa
Éditeur :
Springer Fachmedien Wiesbaden
ISBN :
9783658358938
Date de publication :
12 nov. 2021
Dimensions :
21,0 x 14,8 cm
Langue :
Anglais
Pays d'origine :
Allemagne
The exploration of inspiration from a scientific perspective is not easy. Marketing scholars have also become interested in the topic and started to uncover customers’ inspiration in the marketing domain. First, customer inspiration is defined and conceptualized within the marketing domain.