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

摘要

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.