Deepen your knowledge with carefully selected resources.
Description: The first stage of the idea of the T-shaped marketer
Description: A developed version of the T-shaped marketer
Description: Critical article which reviews the value of marketing and explains the challenges with measurement, as well as evaluating different types of objectives
12.4: Abendroth, L.J. and Pels, J. (2017) ‘Market resource gaps: Identifying resources to cocreate solutions that facilitate consumption’, Marketing Theory, 17 (3), pp. 357–371. doi: 10.1177/1470593117702291.
Description: An alternative view of resources – from the customers’ perspective that considers cocreation in order to bridge the gap between the offer from an organization and customers’ needs
Description: Interesting perspective and insights from a manager into how resources are allocated and decisions made