The Marketing Strategy Continuum: Towards a Marketing Concept for the 1990s

Christian Grönroos

404 citations0/0 files storedManagement Decision

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Marketing and Advertising Strategies Customer Service Quality and Loyalty Corporate Governance and Management

Abstract

In this article the marketing strategy continuum concept is presented and a number of marketing and management consequences are discussed. It demonstrates the need for a marketing concept which allows a variety of approaches to marketing. The nature of a relationship approach to marketing strategy is analysed in comparison with the nature of a transaction marketing strategy. Relationship marketing and transaction marketing are seen as strategy options at opposite ends of the continuum. Eight marketing and management implications of the two extreme strategies are examined.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 404 citations exist upstream.

References

1984A Service Quality Model and its Marketing Implications 1990Service management and marketing: managing the moments of truth in service competition 1975Marketing as Exchange 1990Relationship approach to marketing in service contexts: The marketing and organizational behavior interface 1987The new marketing—Developing long-term interactive relationships 1976The Nature and Scope of Marketing 2008Industrial Marketing Management 1978A Service‐Orientated Approach to Marketing of Services

Cited by

2020Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda 2000Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional, consumer services 1994Quo Vadis, marketing? Toward a relationship marketing paradigm 2005Value in business markets: What do we know? Where are we going?2002How Firms Relate to Their Markets: An Empirical Examination of Contemporary Marketing Practices

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.