CREATING A DELAER LEVEL INTEGRATED MARKETING MODEL: A GROUNDED THEORY APPROACH

The agricultural equipment industry is going through change, driven by world demand for food and the efficient production required to produce it. Equipment dealers have traditionally existed as privately owned distributors for equipment manufacturers, but are becoming marketing organizations on their own due to consolidation. This paper uses grounded theory to describe a model of how marketing integration is emerging within agricultural equipment dealerships. It suggests that formal strategy and informal culture must both be managed in order for integration to occur in progressive dealers.


Issue Date:
2012
Publication Type:
Working or Discussion Paper
PURL Identifier:
http://purl.umn.edu/126931
Total Pages:
19
JEL Codes:
M31; M14; L21; L22
Series Statement:
12-2




 Record created 2017-04-01, last modified 2017-08-26

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