The Management of Interactions in Marketing

Heer Guo

《Frontiers in Economics and Management》 3卷11期 (2022/11) Pp. 12-18

https://doi.org/10.6981/FEM.202211_3(11).0002

摘要

Interaction is the key point for the co-creation. Two types of interactions are identified, that is, direct and Indirect interaction. In construction industry, both client and construction films are able to co-create value through interactions. This paper explains a new dominant logic in marketing and demonstrates how interactions are able to be managed in this new logic. A Chinese decoration firm is taken as an example to analyse solutions in managing interactions and both strategies as well as implementation plans are discussed in this paper.

關鍵字

Interactions ； G-D Logic ； S-D Logic ； Co-creation

參考文獻

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