An exploratory case study analysis of contemporary marketing practices
| dc.contributor.author | Palmer, Roger | - |
| dc.contributor.author | Wilson, Hugh | - |
| dc.date.accessioned | 2012-08-01T23:01:48Z | |
| dc.date.available | 2012-08-01T23:01:48Z | |
| dc.date.issued | 2009-01-01T00:00:00Z | - |
| dc.description.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. | en_UK |
| dc.identifier.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 | |
| dc.identifier.issn | 0965-254X | - |
| dc.identifier.uri | http://dx.doi.org/10.1080/09652540902879300 | - |
| dc.identifier.uri | http://dspace.lib.cranfield.ac.uk/handle/1826/7449 | |
| dc.publisher | Taylor & Francis | en_UK |
| dc.rights | This is a postprint of an article whose final and definitive form has been published in the Journal of Strategic Marketing, 2009 [copyright Taylor & Francis]; Journal of Strategic Marketing is available online at: http://www.informaworld.com/ DOI:http://dx.doi.org/10.1080/09652540902879300 | |
| dc.title | An exploratory case study analysis of contemporary marketing practices | en_UK |
| dc.type | Article | - |