Abstract
Dealing with recycling in strategic terms is not always adequate since circumstances exist where recycling is not discretionary and must occur. To accomodate such situations, a continuum ranging from the familiar ‘backward channel’ concept (which is strategic in nature) to its obligatory opposite, the ‘retrieval channel’ will be established. By intersecting this construct with a second continuum portraying macromarketing and micromarketing as polar opposites, a four-fold typology of recycling can be conceptualized. The implications to marketing will be discussed.
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Bibliography
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Walle, A.H. (2015). A Preliminary Investigation of the Quadrants of Recycling Model. In: Rogers III, J., Lamb, Jr., C. (eds) Proceedings of the 1983 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16937-8_8
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DOI: https://doi.org/10.1007/978-3-319-16937-8_8
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16936-1
Online ISBN: 978-3-319-16937-8
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