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Drivers to relational strategies in retailing

Drivers to relational strategies in retailing Retailing, at first sight, appears to be an industry suitable for the exploitation of relational strategies. Despite this authors disagree about whether Relationship Marketing strategies are appropriate across the wide spectrum of retailing activities or whether the benefits are limited to certain retail types. This paper seeks to clarify whether a claim for universality can be made or, if not, clarify those “conditions” which most strongly support, or otherwise, the introduction of relational strategies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

Drivers to relational strategies in retailing

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0959-0552
DOI
10.1108/09590550010337445
Publisher site
See Article on Publisher Site

Abstract

Retailing, at first sight, appears to be an industry suitable for the exploitation of relational strategies. Despite this authors disagree about whether Relationship Marketing strategies are appropriate across the wide spectrum of retailing activities or whether the benefits are limited to certain retail types. This paper seeks to clarify whether a claim for universality can be made or, if not, clarify those “conditions” which most strongly support, or otherwise, the introduction of relational strategies.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Sep 1, 2000

Keywords: Retailing; Relationship marketing; Channel relationships; Marketing strategy

References