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.
Management Decision – Emerald Publishing
Published: Jan 1, 1991