Abstract
The theoretical basis underlying mass marketing is that of firms moving from a production to a marketing orientation (Kohli and Jaworski, 1990). Implementation of the earlier mass marketing strategies rested upon the assumption that customer needs were homogeneous and that, by offering standardised products, companies could achieve economies of scale. The high profits generated were then re-invested in heavy promotional pending to build customer loyalty and protect the brand from competition.
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© 2013 Ian Chaston
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Chaston, I. (2013). Revisiting Management Philosophies. In: Entrepreneurship and Innovation During Austerity. Palgrave Macmillan, London. https://doi.org/10.1057/9781137324436_3
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DOI: https://doi.org/10.1057/9781137324436_3
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