Dealing with Trades Associations

Abstract

The sources of complexity and variability which lead to marketing organisations having to perform a range of functions or roles in dealing with trades associations are discussed. Then sources of conflict in trades association/marketing relationships are considered, with their implications for marketing management. All these factors taken together point to the need for a new approach to the development and implementation of marketing plans.

Citation

Guirdham, M. (1984), "Dealing with Trades Associations", Industrial Management & Data Systems, Vol. 84 No. 9/10, pp. 8-12. https://doi.org/10.1108/eb057373