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| Author: | Palmer, R. Wilson, H. |
| Title: | An exploratory case study analysis of contemporary marketing practices |
| Journal: | Journal of Strategic Marketing
2009 : APR, VOL. 17:2, p. 169-187 |
| Index terms: | case studies marketing strategy networks relationship marketing |
| Language: | eng |
| Abstract: | The contemporary marketing practice (CMP) research tradition has formulated and investigated a set of different marketing practices or archetypes ranging from transactional to relationship and network approaches. Gaps in previous research is identified, and a case study in the house-building industry, which begins to fill these gaps is reported upon. Specifically, some amendments to the definition and detail of the marketing practices are proposed, arguing for example that e-marketing does not exist as a separate practice but rather that marketing practices are independent of the specific media and technology used at the customer interface. Also drivers and enabling factors of transitions between practices are explored. |
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