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Differentiation via the marketing mix

Publication ,  Journal Article
Boulding, W; Lee, E
Published in: Marketing Letters
October 1, 1992

In this paper we investigate the conjecture that increasing marketing mix specialization enhances firm performance. We start by identifying two dimensions of specialization - absolute (concentration of expenditures) and relative to competition (distinctiveness). We then propose underlying mechanisms that lead to effects of marketing mix specialization on firm performance. Using these guidelines we specify an empirical model that relates marketing mix specialization to firm performance. We estimate this model using PIMS data and find support for our propositions. © 1992 Kluwer Academic Publishers.

Duke Scholars

Published In

Marketing Letters

DOI

EISSN

1573-059X

ISSN

0923-0645

Publication Date

October 1, 1992

Volume

3

Issue

4

Start / End Page

343 / 356

Related Subject Headings

  • Marketing
  • 1505 Marketing
 

Citation

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ICMJE
MLA
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Boulding, W., & Lee, E. (1992). Differentiation via the marketing mix. Marketing Letters, 3(4), 343–356. https://doi.org/10.1007/BF00993919
Boulding, W., and E. Lee. “Differentiation via the marketing mix.” Marketing Letters 3, no. 4 (October 1, 1992): 343–56. https://doi.org/10.1007/BF00993919.
Boulding W, Lee E. Differentiation via the marketing mix. Marketing Letters. 1992 Oct 1;3(4):343–56.
Boulding, W., and E. Lee. “Differentiation via the marketing mix.” Marketing Letters, vol. 3, no. 4, Oct. 1992, pp. 343–56. Scopus, doi:10.1007/BF00993919.
Boulding W, Lee E. Differentiation via the marketing mix. Marketing Letters. 1992 Oct 1;3(4):343–356.
Journal cover image

Published In

Marketing Letters

DOI

EISSN

1573-059X

ISSN

0923-0645

Publication Date

October 1, 1992

Volume

3

Issue

4

Start / End Page

343 / 356

Related Subject Headings

  • Marketing
  • 1505 Marketing