文章基本信息

标题：A survey on the effects of aggressive marketing, price leadership and product focus on marketing channels in relationship-oriented marketing
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作者：Ali Ghanbarzad Alireza Moghadasi ; Yahya Dadashkarimi
期刊名称：Management Science Letters
印刷版ISSN：1923-9335
电子版ISSN：1923-9343
出版年度：2014
卷号：4
期号：5
页码：729-732
DOI：10.5267/j.msl.2014.2.017
出版社：Growing Science
摘要：In this paper, we have performed a survey to study the effects of aggressive marketing, price leadership and product focus on marketing channels in relationship-oriented marketing. The study adopts a model developed earlier by Rokkan and Haugland (2002) [Rokkan, A. I., & Haugland, S. A. (2002). Developing relational exchange: effectiveness and power. European Journal of Marketing, 36(1/2), 211-230.]. The study has been executed among all managers of a firm named PET Technologies. There were 30 managers working for the proposed case study of this paper and we have designed a questionnaire in Likert scale and distributed it among all managers of this firm. Cronbach alpha is calculated as 0.931, which is well above the minimum acceptable level of 0.70. The results have confirmed that all thee marketing strategies influence on relationship-oriented marketing, positively.
关键词：Aggressive marketing; Price leadership; Focus strategy; Relationship-oriented marketing