Fast technological developments, rising competition and increased customer expectations have made a marketer’s job harder than ever earlier than. Adam Smith ‘s e-book The Wealth of Nations, printed in Great Britain in 1776, distinguished between the outputs of what he termed productive” and unproductive” labor. The previous, he stated, produced goods that could possibly be saved after manufacturing and subsequently exchanged for cash or other items of value. The latter, nevertheless helpful or mandatory, created providers that perished at the time of manufacturing and subsequently did not contribute to wealth. Building on this theme, French economist Jean-Baptiste Say argued that manufacturing and consumption had been inseparable in companies, coining the term immaterial products” to describe them.
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