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Drivers to relational strategies in retailing

John Egan (John Egan is Senior Lecturer in Marketing at Middlesex University Business School, London, UK.)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 September 2000


Retailing, at first sight, appears to be an industry suitable for the exploitation of relational strategies. Despite this authors disagree about whether Relationship Marketing strategies are appropriate across the wide spectrum of retailing activities or whether the benefits are limited to certain retail types. This paper seeks to clarify whether a claim for universality can be made or, if not, clarify those “conditions” which most strongly support, or otherwise, the introduction of relational strategies.



Egan, J. (2000), "Drivers to relational strategies in retailing", International Journal of Retail & Distribution Management, Vol. 28 No. 8, pp. 379-386.




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