Serving customers and consumers effectively in the twenty-first century: Aconceptual framework and overview

In this article, the authors first propose and discuss a conceptual framewo rk pertaining to the theme of this special issue. This framework portrays " markets" as consisting of "customers" and "consumers," specifics the distin ction as well as linkages between the two, and outlines specific components of individual linkages between pairs of entities within markets. Using thi s framework as a backdrop, the article then provides an overview of the res t of the special issue by discussing how each of the remaining articles rel ate to the framework and to one another.