Abstract
Abstract A firm’s marketing approach is clearly unconventional when it is contrary to the practices of other firms in the same industry or market. Durgee (1992) calls this contrarian marketing, where a firm adopts a marketing approach that is diametrically opposed to contemporary marketing strategies. Firms adopting unconventional marketing approaches may find that going ‘against the grain’ of standard practice or commonly defined attributes relative to a product or service category, for example, enables the firm to position its offering in a nonconformist way. According to Hill and Rifkin (1999), any marketing approach or strategy that challenges existing long-held conventional marketing approaches can be considered to be ‘radical marketing,’ with guerrilla marketing being a notable example (see guerrilla marketing).The changing face and role of marketing in a global environment characterized by relative instability has made it inevitable that new marketing approaches, strategies, and tactics will evolve. While the benefits of any unconventional marketing approach ultimately depend on the nature of the offering and the target audience, the adoption of such approaches may ultimately depend on how conservative the firm is in trying and accepting new means of reaching and engaging customers.
Published Version
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