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The Marketing Strategy Continuum Towards a Marketing Concept for the 1990s

The Marketing Strategy Continuum Towards a Marketing Concept for the 1990s 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Decision Emerald Publishing

The Marketing Strategy Continuum Towards a Marketing Concept for the 1990s

Management Decision , Volume 29 (1) – Jan 1, 1991

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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 DecisionEmerald Publishing

Published: Jan 1, 1991

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