The literature on service-dominant logic has highlighted the central role value cocreation plays in enhancing service delivery. Thus, understanding value co-creation is imperative as it presents new opportunities for providers (firms) to create value with patients (customers). A…
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Health Service Marketing Management in Africa (978-0-429-40085-8, K402492) Shelving Guide: Business & Management / Marketing Management The application of marketing to healthcare is a fascinating field that will likely have more impact on society than any other field of marketin…