... Transaction 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...

... and to determine if the results might be generalised across service types. © Emerald Group Publishing Limited 2004 Customer satisfaction Customer retention Customer loyalty Customer service management Consumer behaviour Contingency planning As markets become inreasingly competitive, price...

... 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...