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  1. Toward a Unified Theory of Value: From Austrian Economics to Austrian Philosophy.Wolfgang Grassl - 2017 - Axiomathes 27 (5):531-559.
    Under one understanding of marketing, this discipline focuses on the creation of customer value. Although nobody doubts today that value is subjective and it emerges from consumer judgment, the causality is less clear. Do producers bring about value, or do consumers receive ‘raw’ products that only attain value in their estimation? Or, do producers and consumers co-create value as much of contemporary marketing theory assumes? Recent works on value creation, the building of customer relationships, and the service-dominant logic are related (...)
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