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| Author: | Grönroos, C. |
| Title: | The marketing strategy continuum: towards a marketing concept for the 1990s. |
| Journal: | Management Decision
1991 : VOL. 29:1, p. 7-13 |
| Index terms: | MARKETING STRATEGY MARKETING MIX CONSUMER SATISFACTION |
| Language: | eng |
| Abstract: | The marketing strategy continuum concept is presented and a number of marketing and management consequences are discussed. The need for a marketing concept which allows a variety of approaches to marketing is demonstrated. The nature of a relationship approach to marketing strategy is analyzed in comparison with the nature of a transaction marketing strategy. Relationship marketing and transaction marketing are seen as strategy options at opposite ends of the continuum. Eight marketing and management implications of the two extreme strategies are examined. Typically, a manufacturer of consumer packaged goods will place itself towards the transaction strategy end of the continuum, whereas, a service firm will benefit from the relationship strategy. |
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