STATIONARY MARKETS: FEATURES AND LIMITS OF EFFECTIVE MARKETING INTERVENTION

Abstract

Purpose - This study tries to highlight the key features of stationary markets and to identify the limits of effective marketing intervention.
Design/methodology/approach – A good number of prior research studies on stationary markets between the years 1968 to 2010 are reviewed in order to prepare this study.
Findings - This study demonstrates the key features of stationary markets.
Research limitations/implications –This study is based on the previous studies which are mainly based on the Western context and hence findings may not be directly generalized everywhere. This study explores a direction for further research.
Practical implications - This study provides concerned business managers some guidelines to develop effective marketing programs for achieving sustainable competitive advantage.
Originality/value -This study merges the findings of the prior studies and focuses on highlighting key features of stationary markets along with the limits of effective marketing intervention.