Toward a theory of marketing strategy

Abstract

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.

Citation

Udell, J.G. (1968), "Toward a theory of marketing strategy", European Journal of Marketing, Vol. 2 No. 4, pp. 298-303. https://doi.org/10.1108/EUM0000000005262