Intervention strategies in relationship marketing: a competency framework for business partnerships

David M. Gray

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review

Abstract

Traditional concepts of ‘marketing management’ intuitively reflect the notion of ‘intervention’, whether it is developing a new product to exploit a particular market niche or more generally intervening in markets to achieve a sustainable competitive advantage. However, in ‘relationship marketing’ the discussion of ‘intervention strategy’ is less precisely defined. Contributing to this imprecision is the lack of an overall cohesive framework for understanding ‘relationship marketing’ processes and the mechanisms which drive these processes. This paper seeks to advance our understanding of relationship marketing processes with special reference to business-to-business partnering, the mechanisms which drive these processes and the implications for ‘intervention strategy’ with respect to ‘alliance competence’ and ‘alliance structural and governance issues within the context of a quantitative study of 163 Australian based business-to-business partnerships.
Original languageEnglish
Title of host publicationANZMAC 2006 Abstracts & programme
Subtitle of host publicationBrisbane, Queensland 4-6 December 2006 : advancing theory, maintaining relevance
Place of PublicationBrisbane, Qld
PublisherQueensland University of Technology
Number of pages7
ISBN (Print)1741091399
Publication statusPublished - 2006
EventAustralian and New Zealand Marketing Academy Conference (2006) - Brisbane
Duration: 4 Dec 20066 Dec 2006

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2006)
CityBrisbane
Period4/12/066/12/06

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