The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
The Marketing Strategy Continuum: Towards a Marketing Concept for the 1990s
Abstract
In this article the marketing strategy continuum concept is presented and a number of marketing and management consequences are discussed. It demonstrates the need for a marketing concept which allows a variety of approaches to marketing. The nature of a relationship approach to marketing strategy is analysed 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.
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Citations
Cites
Bagozzi, R. P. (1975) · Journal of Marketing · doi:10.2307/1250593 · Cited by 1,648
Cited by
From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing
Grönroos, C. (1994) · Management Decision · doi:10.1108/00251749410054774 · Cited by 1,410
Self-citationLi, F., Larimo, J., & Leonidou, L. C. (2021) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-020-00733-3 · Cited by 996
Customer retention and the mediating role of perceived value in retail industry
Hanaysha, J. R. (2018) · World Journal of Entrepreneurship, Management and Sustainable Development · doi:10.1108/wjemsd-06-2017-0035 · Cited by 108
Metadata
- Authors
- Grönroos, C.
- Venue
- Management Decision
- Publisher
- Emerald
- Published
- 1991-01-01
- Volume
- 29
- Issue
- 1
- ISSN
- 0025-1747 (ISSN-L)
- OpenAlex
- W1987634503
- Cited by
- 404
- References
- 1
- FWCI
- 14.00
- Type
- journal article
- Language
- en
- Open access
- closed
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- Grönroos, C. (1991). The Marketing Strategy Continuum: Towards a Marketing Concept for the 1990s. Management Decision. https://doi.org/10.1108/00251749110139106
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
