... cost analysis Contingency planning Marketing policy Forward vertical integration in marketing involves the ownership by a producing or distributing organisation such as a manufacturer of its downstream marketing channel members such as its retail outlets or its sales force and sales offices...

... Consumer behaviour Contingency planning As markets become inreasingly competitive, price competition intensifies and reduced loyalty appears to be the norm. In many industries, marketing budgets are being restructured to devote more resources to defensive marketing, i.e, customer retention...

... discipline are outlined and the research they have stimulated on related topics in marketing are highlighted. An assessment of the current state of the contingency approach in marketing literature is then provided. © MCB UP Limited 1988 Contingency Planning Marketing Research Theory...