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Figure

Figure 2.2: The 4S Web Marketing Mix Model (Constantinides, 2002, p. 62)
Table 2.2: The concept of co-creation (Prahalad and Ramaswamy, 2004, p. 8)
Table 2.3: Advantages and disadvantages of co-creation
Figure 2.3; mass customization model (Piller, 2004)
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