• Dr. K. Karunakaran

Marketing, in modern times, means learning from customers, listening to customers, and transforming the organization around customers. As C. K. Prahalad1 puts it, the future lies in co-creation — a process where companies and their customers will collaborate to come up with products and services. Most corporates believe that there is a lot to be done in the area of customer education. However, the customer today,
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