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|Title:||Shifting theoretical lens: Examining the mediating role of product within relationship marketing and network theories|
|Citation:||Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC), Marketing: Shifting the focus from mainstream to offbeat, held in Sydney Australia, 1-3 December 2008 / D. Spanjaard, S. Denize and N. Sharma (eds.): pp.1-8|
|Conference Name:||Australia and New Zealand Marketing Academy Conference (2008 : Sydney, N.S.W)|
|Christopher J. Medlin and Carolin Plewa|
|Abstract:||The “product” concept has been integral to marketing management theory. However, each theoretical lens brings a shift in definition simply by the change in context and so change in associated constructs. Examining the product construct in relationship marketing and network theories opens a number of new research questions concerning the limits of applying these theories. Researchers must decide which aspect of change is important and work out how to examine that dynamic within some relatively stable context.|
|Appears in Collections:||Business School publications|
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