Toward a theory of marketing strategy

Reveals that, in marketing strategy, non‐price aspects are more important to the manufacturer than pricing. Examines this behaviour, showing that there does not appear to be a significant relationship between the nature of the product market and the importance of pricing.

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Year of publication:	1968
Authors:	Udell, Jan G.
Published in:	European Journal of Marketing. - MCB UP Ltd, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 2.1968, 4, p. 298-303
Publisher:	MCB UP Ltd
Subject:	Marketing \| Strategy \| Theory \| Pricing

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/EUM0000000005262 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014725417