Richins, Marsha L.; Black, William C.; Sirmans, C.F. - In: Journal of Real Estate Research 2 (1987) 2, pp. 41-54
This article analyzes marketing strategy concepts as they apply to real estate brokerage firms and reports an empirical investigation of marketing strategies of firms in a local market. Firms followed one of three strategic orientations with respect to revenue generation, depending on the extent...