Revisiting Management Philosophies

Ian Chaston

Chapter 3 in Entrepreneurship and Innovation During Austerity, 2013, pp 37-53 from Palgrave Macmillan

Abstract: Abstract The theoretical basis underlying mass marketing is that of firms moving from a production to a marketing orientation (Kohli and Jaworski, 1990). Implementation of the earlier mass marketing strategies rested upon the assumption that customer needs were homogeneous and that, by offering standardised products, companies could achieve economies of scale. The high profits generated were then re-invested in heavy promotional pending to build customer loyalty and protect the brand from competition.

Keywords: Supply Chain; Entrepreneurial Orientation; Customer Loyalty; Relationship Marketing; Brokerage Firm (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1057/9781137324436_3

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