A survey on the effects of aggressive marketing, price leadership and product focus on marketing channels in relationship-oriented marketing
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)....
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2014-04-01
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| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol4/msl_2014_55.pdf |
| _version_ | 1818237316162912256 |
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| author | Ali Ghanbarzad Alireza Moghadasi Yahya Dadashkarimi |
| author_facet | Ali Ghanbarzad Alireza Moghadasi Yahya Dadashkarimi |
| author_sort | Ali Ghanbarzad |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-12T12:23:49Z |
| format | Article |
| id | doaj.art-5cb142cd3f094231b6dd641869f0250b |
| institution | Directory Open Access Journal |
| issn | 1923-2934 1923-9343 |
| language | English |
| last_indexed | 2024-12-12T12:23:49Z |
| publishDate | 2014-04-01 |
| publisher | Growing Science |
| record_format | Article |
| series | Management Science Letters |
| spelling | doaj.art-5cb142cd3f094231b6dd641869f0250b2022-12-22T00:24:36ZengGrowing ScienceManagement Science Letters1923-29341923-93432014-04-014472973210.5267/j.msl.2014.2.017A survey on the effects of aggressive marketing, price leadership and product focus on marketing channels in relationship-oriented marketingAli Ghanbarzad Alireza Moghadasi Yahya DadashkarimiIn 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.http://www.growingscience.com/msl/Vol4/msl_2014_55.pdfAggressive marketingPrice leadershipFocus strategyRelationship-oriented marketing |
| spellingShingle | Ali Ghanbarzad Alireza Moghadasi Yahya Dadashkarimi A survey on the effects of aggressive marketing, price leadership and product focus on marketing channels in relationship-oriented marketing Management Science Letters Aggressive marketing Price leadership Focus strategy Relationship-oriented marketing |
| title | A survey on the effects of aggressive marketing, price leadership and product focus on marketing channels in relationship-oriented marketing |
| title_full | A survey on the effects of aggressive marketing, price leadership and product focus on marketing channels in relationship-oriented marketing |
| title_fullStr | A survey on the effects of aggressive marketing, price leadership and product focus on marketing channels in relationship-oriented marketing |
| title_full_unstemmed | A survey on the effects of aggressive marketing, price leadership and product focus on marketing channels in relationship-oriented marketing |
| title_short | A survey on the effects of aggressive marketing, price leadership and product focus on marketing channels in relationship-oriented marketing |
| title_sort | survey on the effects of aggressive marketing price leadership and product focus on marketing channels in relationship oriented marketing |
| topic | Aggressive marketing Price leadership Focus strategy Relationship-oriented marketing |
| url | http://www.growingscience.com/msl/Vol4/msl_2014_55.pdf |
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