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How firms relate to their markets: an empirical examination of contemporary marketing practices

A study examines 308 firms in the US and 4 other Western countries to understand how different types of firms relate to their markets. Comparative analysis shows that though there is some support for consumer and goods firms being more transactional and business and service firms being more relational, there are many exceptions. The results also show that firms can be grouped into those whose marketing practice are predominantly transactional, predominantly relational, or transactional/relational hybrid. Each group constitutes approximately 1/3 of the sample and includes all types of firms. This suggests that marketing practices are pluralistic and managerial practice has not shifted from transactional to relational approaches per se.Hardcopy

Ketersediaan

Call NumberLocationAvailable
IM1700501PSB lt.dasar - Pascasarjana1
Penerbit American Marketing Association.,
Edisi -
Subjek Marketing management
Statistical analysis
Market research
studies
Manycountries
ISBN/ISSN -
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Deskripsi Fisik -
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