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Serving Customers and Consumers Effectively in the Twenty-First Century: A Conceptual Framework and Overview

Dhruv Grewal

University of Miami

In this article, the authors first propose and discuss a conceptual framework pertaining to the theme of this special issue. This framework portrays "markets" as consisting of "customers" and "consumers," specifies the distinction as well as linkages between the two, and outlines specific components of individual linkages between pairs of entities within markets. Using this framework as a backdrop, the article then provides an overview of the rest of the special issue by discussing how each of the remaining articles relate to the framework and to one another.

Journal of the Academy of Marketing Science, Vol. 28, No. 1, 9-16 (2000)
DOI: 10.1177/0092070300281001


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