TITLE

A CONTINGENCY FRAMEWORK FOR PULL MARKETING

AUTHOR(S)
Wiles, Michael
PUB. DATE
January 2004
SOURCE
AMA Winter Educators' Conference Proceedings;2004, Vol. 15, p3
SOURCE TYPE
Conference Proceeding
DOC. TYPE
Proceeding
ABSTRACT
This paper makes several important contributions to marketing theory and practice. In terms of theory, by proposing a contingency framework for the effectiveness of pull marketing strategies, the model helps to fill our current knowledge gap about situations where pull marketing strategies are appropriate. In addition, this paper examines the triad of the producer, the consumer, and the intermediary, thereby advancing relationship-marketing theory. Thus, this paper answers prior calls to expand our understanding of relationship marketing beyond dyadic exchanges. In terms of practice, managers can use this framework to evaluate their pull marketing campaigns and to guide their allocation of marketing resources between intermediaries and consumers.
ACCESSION #
15259058

 

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