Engaging Retail Customers Through Service and Systems Marketing: Insights for Community Pharmacy Stores

This chapter highlights the need for and the directions of a rethinking of the approach to Retail Marketing to overcome the limitations of a view that can fail in effectively engaging customers in the relationship with retailers, as they are still excessively focused on the ‘structural' elements of the service offering. Many physical stores, in particular, show what can be called the ‘paradox' of a Goods-Dominant Logic in the service offering. Among the advancements of service research, Service-Dominant Logic has highlighted the need to take a general service view of market exchange to better engage customers in a value co-creation relational context. To accomplish such a paradigmatic change, systems thinking and the Viable Systems Approach (VSA) provide interpretation tools useful to shift focus on interaction. Essentially, this chapter illustrates the conceptual and practical advantages of the adoption of a Service & Systems Approach to Retail Marketing, providing examples and insights with reference to the case of Community Pharmacy

Engaging Retail Customers through Service & Systems Marketing: Insights for Community Pharmacy Stores

This chapter highlights the need for and the directions of a rethinking of the approach to Retail Marketing to overcome the limitations of a view that can fail in effectively engage customers in the relationship with retailers being still excessively focused on the ‘structural’ elements of the service offering. Many physical stores, in particular, show what can be called the ‘paradox’ of a Goods-Dominant Logic in the service offering. Among the advancements of service research, Service-Dominant Logic has highlighted the need to take a general service view of market exchange to better engage customers in a value co-creation relational context. To accomplish such a paradigmatic change, systems thinking and the Viable Systems Approach (VSA) provide interpretation tools useful to shift focus on interaction. Essentially, this chapter illustrates the conceptual and practical advantages of the adoption of a Service & Systems Approach to Retail Marketing providing examples and insights with reference to the case of Community Pharmacy

L’innovazione negli studi sui processi di consumo: vettori evolutivi e percorsi di ricerca

Il lavoro analizza i principali percorsi degli studi sul consumatore. Tali percorsi, pur muovendo da prospettive teoriche differenti, convergono sui processi di consumo, enfatizzandone la criticità ai fini dell’interpretazione delle tendenze evolutive in atto sia nella domanda, che sempre più è caratterizzata da autonomia e “intelligenza”, sia nelle opportunità di creazione di valore economico, che sempre più presuppongono interazione, co-evoluzione e un’estensione della value proposition offerta dalle imprese al di là dei benefici di natura funzionali

Un modello per la valutazione della rilevanza dei sovrasistemi

Serie Speciale S/