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Please use this identifier to cite or link to this item: http://dspace.lib.cranfield.ac.uk/handle/1826/7449

Document Type: Article
Title: An exploratory case study analysis of contemporary marketing practices
Authors: Palmer, Roger
Wilson, Hugh
Issue Date: 2009
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.
URI: http://dx.doi.org/10.1080/09652540902879300
Appears in Collections:Staff publications - School of Management

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