Changes in Marketingâs Context, and the Choice of Marketing Strategies: Practical Implications for Managers

Michael Beverland; Adam Lindgreen

Changes in Marketingâs Context, and the Choice of Marketing Strategies: Practical Implications for Managers

In: Paradoxes in Food Chains and Networks

Authors:

Michael Beverland

Michael Beverland Monash University (Australia)

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Adam Lindgreen

Adam Lindgreen Technical University of Eindhoven (the Netherlands), Auckland University of Technology (New Zealand) and Harper Adams University College (England)

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Type:: Chapter

Pages:: 545â554

DOI:: https://doi.org/10.3920/9789086865079_051

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Few studies have examined the content and implementation of relationship marketing programs at a tactical level. This article reports on four sets of multiple case studies conducted in the Australian and New Zealand wine sector. Using in-depth interviews with wineries, distributors, retailers, and other influence markets, the authors argue that firms need to place emphasis on both relational and transactional elements of marketing, although this would differ depending on firm size and strategy. The implications for small, medium-sized, and large businesses are explored and suggest that the implementation of relationship marketing strategies will be influenced both by the market and firm context.

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Paradoxes in Food Chains and Networks

E-Book ISBN:: 9789086865079

Publisher:: Wageningen Academic

Print Publication Date:: 10 Oct 2002

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- Life Sciences

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Changes in Marketingâs Context, and the Choice of Marketing Strategies: Practical Implications for Managers

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Paradoxes in Food Chains and Networks

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Changes in Marketingâs Context, and the Choice of Marketing Strategies: Practical Implications for Managers