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Please use this identifier to cite or link to this item: http://purl.umn.edu/126931

Title: CREATING A DELAER LEVEL INTEGRATED MARKETING MODEL: A GROUNDED THEORY APPROACH
Authors: Downey, W. Scott
Authors (Email): Downey, W. Scott (downeyws@purdue.edu)
Keywords: Marketing
Dealers
Manufacturers
Culture
Strategy
JEL Codes: M31
M14
L21
L22
Issue Date: 2012
Series/Report no.: 12-2
Abstract: 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.
URI: http://purl.umn.edu/126931
Institution/Association: Purdue University>Department of Agricultural Economics>Working Papers
Total Pages: 19
Collections:Working Papers

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