Citation:
Roger Palmer and Hugh Wilson, An exploratory case study analysis of contemporary marketing practices, Journal of Strategic Marketing, 2009, Volume 17, Issue 2, Pages 169-187
Abstract:
The Contemporary Marketing Practice (CMP) research tradition has formulated and
investigated a set of different marketing practices or archetypes ranging from
transactional to relationship and network approaches. We identify gaps in
previous research, and report on a case study in the house-building industry,
which begins to fill these gaps. Specifically, we propose some amendments to the
definition and detail of the marketing practices, arguing for example that e-
marketing does not exist as a separate practice but rather that marketing
practices are independent of the specific media and technology used at the
customer interface. We also explore drivers and enabling factors of transitions
between practices. Further case study research is called for in this domain.