The Role of Coordinated Marketing-Operations Strategy in Services: Implications for Managerial Decisions and Execution
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Author
Dixon, Michael
Karniouchina, Ekaterina V.
Rhee, Bo van der
Verma, Rohit
Victorino, Liana
Date
2013-09-10Metadata
Show full item recordAbstract
In this article, we discuss the importance of a coordinated marketing and operations strategy in goods and service producing business organizations. Customer engagement and co-production are imperative service delivery considerations, and therefore an aligned marketing and operations strategy is essential for the formulation, development, and effectiveness of managerial decisions especially for service sector firms.
Description
The article of record as published may be located at http://dx.doi.org/10.2139/ssrn.2323839
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This publication is a work of the U.S. Government as defined in Title 17, United States Code, Section 101. Copyright protection is not available for this work in the United States.Collections
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