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Retail Marketing Communication and the Consumer Behaviour of Selected Generations (Hardcover, New edition)
Loot Price: R1,063
Discovery Miles 10 630
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Retail Marketing Communication and the Consumer Behaviour of Selected Generations (Hardcover, New edition)
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The focus of this tri-authored scholarly work is on marketing
communication and consumer behaviour of the selected generations X,
Y, and Z in terms of the size of purchases and the types of retail
outlets they use. The main part of the book deals with theoretical
aspects of retail business and with marketing communication and
consumer behaviour of specific generations in the retail sector.
The main outcome lies in identifying the optimal location of retail
units in combination with customer service to be provided to
selected generations and the market potential of the buying
gradient in terms of competitors' impacts. The book also focuses on
applying the results of the analyses whilst outlining the potential
of the prediction models of generational tendencies towards the
realisation of purchases in relation to marketing communication of
the retail sector and its subsequent stimulation.
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