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/lp/emerald-publishing/the-marketing-strategy-continuum-towards-a-marketing-concept-for-the-DicmteBiOs
- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0025-1747
- DOI
- 10.1108/00251749110139106
- Publisher site
- See Article on Publisher Site
Abstract
In this article the marketing strategy continuum concept ispresented and a number of marketing and management consequences arediscussed. It demonstrates the need for a marketing concept which allowsa variety of approaches to marketing. The nature of a relationshipapproach to marketing strategy is analysed in comparison with thenature of a transaction marketing strategy. Relationshipmarketing and transaction marketing are seen as strategy options atopposite ends of the continuum. Eight marketing and managementimplications of the two extreme strategies are examined.
Journal
Management Decision – Emerald Publishing
Published: Jan 1, 1991