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Journal article

Relationalism in marketing channels and marketing strategy

Paswan A, Blankson C, Guzman F ...see all

European Journal of Marketing, vol. 45, issue 3 (2011) pp. 311-333

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Abstract

The purpose of this paper is to examine the relationship between marketing strategy types – aggressive marketing, price leadership and product specialization strategies – and the extent of relationalism in marketing channels.

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Authors

  • Audhesh K. Paswan

  • Charles Blankson

  • Francisco Guzman

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