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| Author: | Paswan, A. K. Blankson, C. Guzman, F. |
| Title: | Relationalism in marketing channels and marketing strategy |
| Journal: | European Journal of Marketing
2011 : VOL 45:3, p. 311-333 |
| Index terms: | relationship marketing marketing strategy distribution channels marketing channels pharmaceutical industry USA |
| Language: | eng |
| Abstract: | In this paper, the relationship between the type of marketing strategy and the extent of relationalism in marketing channels is examined. A self-administered survey was applied to collect data from marketing and channel managers in pharmaceutical business in the United States. Data analysis using principal component analysis and structural equation modeling is conducted, and it reveals that aggressive marketing strategy and price leadership strategy associate with relationalism in marketing channels. In turn, relationalism was negatively related to product specialization strategy. This study provides important knowledge of the significance of channel management for the implementation of marketing strategies. |
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