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| Author: | Rocks, S. Gilmore, A. Carson, D. |
| Title: | Developing strategic marketing through the use of marketing networks |
| Journal: | Journal of Strategic Marketing
2005 : JUN, VOL. 13:2, p. 81-92 |
| Index terms: | Distribution channels Grocery trade Networks Northern Ireland Small and medium-sized enterprises (SMEs) |
| Language: | eng |
| Abstract: | This article examines the grocery market in Northern Ireland in the late 1990s and early 2000, and how the arrival of several retailing multiple stores resulted in significant change in the competition between SMEs working within the grocery distribution channel. The structural dimension of marketing networks and the dynamic nature of SME marketing networks in practice were explored through twelve case studies. |
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