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Relational Marketing Strategy in Corporate Chains-BCR’S’ Customer Specific Marketing’

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Creating and Delivering Value in Marketing

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Abstract

The author investigates how a Swedish grocery corporate chain integrates centralized and decentralized chain management functions and marketing activities in applying the ‘Customer Specific Marketing’ as a marketing tool. It will be examined with emphasis on its theoretical and managerial implications for relationship marketing in business-to-consumer relationships (BCR’s). A conceptual model of corporate chain relationships has been developed and the model illustrates the external and internal business relationships of corporate chains in a relationship marketing context.

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Author information

Authors and Affiliations

  1. Springfield, USA

    Bertil Hultén

Authors
  1. Bertil Hultén
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Editor information

Editors and Affiliations

  1. Department of Marketing, Western New England University College of Business, Springfield, Massachusetts, USA

    Harlan E. Spotts

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© 2015 Academy of Marketing Science

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Hultén, B. (2015). Relational Marketing Strategy in Corporate Chains-BCR’S’ Customer Specific Marketing’. In: Spotts, H. (eds) Creating and Delivering Value in Marketing. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11848-2_2

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