<?xml version="1.0" encoding="UTF-8"?><xml><records><record><source-app name="Biblio" version="7.x">Drupal-Biblio</source-app><ref-type>17</ref-type><contributors><authors><author><style face="normal" font="default" size="100%">Christina Öberg</style></author></authors></contributors><titles><title><style face="normal" font="default" size="100%">Open Marketing: Conceptualizing external parties’ strategic marketing activities</style></title><secondary-title><style face="normal" font="default" size="100%">Technology Innovation Management Review</style></secondary-title></titles><keywords><keyword><style  face="normal" font="default" size="100%">Conceptualization</style></keyword><keyword><style  face="normal" font="default" size="100%">Integrative marketing</style></keyword><keyword><style  face="normal" font="default" size="100%">Open marketing</style></keyword><keyword><style  face="normal" font="default" size="100%">roles</style></keyword><keyword><style  face="normal" font="default" size="100%">Strategic marketing.</style></keyword></keywords><dates><year><style  face="normal" font="default" size="100%">2020</style></year><pub-dates><date><style  face="normal" font="default" size="100%">08/2020</style></date></pub-dates></dates><urls><web-urls><url><style face="normal" font="default" size="100%">timreview.ca/article/1377</style></url></web-urls></urls><publisher><style face="normal" font="default" size="100%">Talent First Network</style></publisher><pub-location><style face="normal" font="default" size="100%">Ottawa</style></pub-location><volume><style face="normal" font="default" size="100%">10</style></volume><pages><style face="normal" font="default" size="100%">14-26</style></pages><language><style face="normal" font="default" size="100%">eng</style></language><abstract><style face="normal" font="default" size="100%">Open marketing as conceptualized in this paper refers to how external parties take part in strategic, integrative marketing activities. To distinguish this more recent trend in marketing from traditional meanings of marketing, the paper provides a typology on roles and role keepers in marketing. Four types of roles and role keepers are outlined: marketing as 1) solely being performed by actors in the supplier company communicating offerings, 2) an activity shared among functions of the supplier company, 3) external parties communicating offerings, and 4) external parties contributing to strategic marketing. Using the concept of 'roles' in marketing helps to structure activities and actors - or roles and role keepers - and provides a basis for understanding that marketing results from what is done, not merely from who performs it. The paper underlines how new ways of conducting business also have implications for a company's marketing beyond its borders.</style></abstract><issue><style face="normal" font="default" size="100%">8</style></issue><custom1><style face="normal" font="default" size="100%">Örebro University School of Business
Christina Öberg is Professor/Chair in Marketing at Örebro University, Visiting Professor at Leeds University and associated with the Ratio Institute, Stockholm. She received her Ph.D. in industrial marketing from Linköping University. Her research interests include mergers and acquisitions, brands and identities, customer relationships, and innovation management. She has previously published in such journals as Journal of Business Research, European Journal of Marketing, International Marketing Review, and Industrial Marketing Management.</style></custom1><section><style face="normal" font="default" size="100%">14</style></section></record></records></xml>