Environment dominant logic : the new marketing era

• Main Authors: Quoquab, Farzana, Mohammad, JIhad, Abdul Rasid, Siti Zaleha, Ahmad, Fauziah Sh., Mohd. Rizal, Adriana, Basiruddin, Rohaida
• Format: Article
• Published: Ameriican Applied Science Research Institute 2013
• Subjects: HF Commerce
• Online Access: http://eprints.utm.my/id/eprint/47860/
• Institution: Universiti Teknologi Malaysia

Considering the environmental deterioration, a new business approach and/or a philosophy is of utmost necessity. The present study addressed this issue by proposing a paradigm shift of the present marketing approach to a more timely, needed and holistic ideology: environment - dominant logic.