Purpose This paper aims to develop an alternative perspective on marketing informed by
service scholarship to resolve marketing's challenges as a discipline and practice …

While marketing research can influence the thinking, decisions, and actions of different
stakeholders (including the academy, society, students, and practitioners), the majority of …

The marketing literature is the elemental material out of which all of our academic articles
are created. It is not possible to conduct an empirical study in academic marketing without …

New technologies have changed the way products are offered today: Nowadays the internet
and social networks play a preponderant role in spreading, in a more efficient and dynamic …

Digitalization processes affect all areas of activity for a modern person, significantly
influencing both his behavior as a consumer and forcing companies focused on a stable …