We might know what we are selling, but do we know what the customer is buying?

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

Original languageEnglish
Title of host publicationThe Nordic School : Service Marketing and Management for the Future
EditorsJohanna Gummerus, Catharina von Koskull
Number of pages14
Place of PublicationHelsinki
PublisherHanken School of Economics
Publication date2015
Pages205-218
ISBN (Electronic)978-952-232-284-5 (PDF)
Publication statusPublished - 2015
MoE publication typeA3 Book chapter

Keywords

  • 512 Business and Management
  • Business, Markets and Societal Dynamics

Cite this

Strandvik, T., & Holmlund, M. (2015). We might know what we are selling, but do we know what the customer is buying? In J. Gummerus, & C. von Koskull (Eds.), The Nordic School: Service Marketing and Management for the Future (pp. 205-218). Helsinki: Hanken School of Economics.