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Identity based marketing: a new balanced marketing paradigm

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By s Opens, Karel Jan Alsem, Erik Kostelijk
| Emerald Publishing
Abstract Purpose – The purpose of this paper is to propose a fundamentally new extension of the marketing paradigm. This is theoretically and practically necessary since in the authors' view there is an insufficient balance between customer and brand thinking. Design/methodology/approach – While the marketing paradigm is focused on customers, marketing strategy focuses on both the demand and supply side of the market.
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