Very little of marketing theory and knowledge has made its way
into retailing practice, but its value in making profitable and
effective retailing decisions is unquestioned. Samli, drawing upon
three decades of experience and recognition as an expert in
marketing research, offers retailing professionals and those who
aspire to retailing careers a foundation for understanding what
marketing theory is and how it can be linked successfully and
profitably to retailing practice. Not a simplified set of steps to
take, his book forces retailing decision makers to think for
themselves and to use sound reasoning in their judgments. With an
extensive review of retailing research and emphasis on small retail
decision-making processes, plus discussions of human resource
development, information technology, control mechanisms, and the
international aspects of retailing, this book will find a special
place in the list of books that must be read, not only by retailing
professionals and students, but also their colleagues who teach
retailing.
The planning and implementation of the strategic plan is
dependent upon the identification of the retailer's target market,
and then successfully catering to that market by using four key
retailing mixes: goods and service mix, communication mix, pricing
mix, and human resource mix. The retailing mixes are the
controllables of retail management. Preparation of these mixes
depends upon the knowledge, reasoning, availability of resources,
and familiarity with the target markets.
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