search query: @author Merlo, O. / total: 2
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| Author: | Merlo, O. Whitwell, G.J. Lukas, B.A. |
| Title: | Power and marketing |
| Journal: | Journal of Strategic Marketing
2004 : DEC, VOL. 12:4, p. 207-218 |
| Index terms: | Marketing Power Research Theories |
| Language: | eng |
| Abstract: | This paper argues that research on power has suffered from fragmentation and limited convergence, and that the application of power theory in marketing has been limited to a very small number of areas. The paper presents a categorization of the main schools of thought in power research. These are the bureaucratic, critical contingencies, network and psychological perspectives. A review of the application of these perspectives in marketing is provided. There is a brief discussion of potential future research areas, incl. the influence of marketing within the firm and strategic alliances. |
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