Volume- 9
Issue- 1
Year- 2022
DOI: 10.55524/ijirem.2022.9.1.64 | DOI URL: https://doi.org/10.55524/ijirem.2022.9.1.64
This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0) (http://creativecommons.org/licenses/by/4.0)
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Sachin Gupta
The distinction between B2B and "mainstream" advertising reflects the limitations of the traditional, goods-dominant (G-D) model of commerce and a value creation paradigm based on the "producer" vs. "consumer" divide. Customer (S-D) logic expands the understanding of exchange and value creation by stating that all social and economic actors participating in commerce (e.g., corporations, customers, etc.) are service-delivering, value-creating organizations; hence, any transaction may be classified as B2B in this sense. B2B marketing (along with other sub-disciplines) may be considered relevant to'mainstream' marketing from this perspective. This broad, actor-to-actor (A2A) methodology leads to a dynamic, interconnected, and systemic approach to value creation. This article looks at how this system works as a computing architecture and the steps that need to be taken to turn it into a theoretical market model influenced by advertisement sub-disciplines, marketing programmes, and sciences beyond of business.
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Chancellor, Department of Management, Sanskriti University, Mathura, Uttar Pradesh, India
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