An exploratory case study analysis of contemporary marketing practices

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.