Strategic Marketing for Success in Retailing

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Greenwood Publishing Group, 1998 - 387 страници


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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Съдържание

Retail Marketing Strategy An Overview of Differential Congruence
1
2 Multiple Layers of Retail Competition
19
3 The Changing Retail Population and Managerial Implications
43
4 Intermarket Shopping Behavior
69
The Retail Evolution
81
6 From Market Potentials to Capitalization
99
7 Adjusting Retail Marketing Strategies to Consumer Behavior
124
8 Heterogeneity of Retail Markets
152
11 Retail Image Perceived by Different Constituencies and the Congruence Factor
228
12 Human Resource Management in Retailing
251
13 Developing a Retail Communication Mix
269
14 Merchandise Mix Development
294
15 Pricing Strategies for Retailers
324
16 Retail Information Management Systems and the Emerging Information Technology
348
17 Strategic Control for Retailers
365
Index
385

9 Retail Marketing Strategy Alternatives
177
10 Developing and Measuring the Store Image
202

Често срещани думи и фрази

Популярни откъси

Страница 71 - Two cities attract retail trade from any intermediate city or town in the vicinity of the breaking point, approximately in direct proportion to the populations of the two cities and in inverse proportion to the square of the distances from these two cities to the intermediate town.
Страница 247 - A Method for Developing Tailormade Semantic Differentials for Specific Marketing Content Areas," Journal of Marketing Research, 14 (February), 87-91.
Страница 249 - The Self in Thought and Memory." In The Self in Social Psychology, ed. Daniel M. Wegner and Robin R. Vallacher. New York: Oxford University Press. Martineau, Pierre. 1958. "The Personality of the Retail Store.
Страница 251 - Models," in Advances in Consumer Research, Vol. 9, ed. Andrew Mitchell, Ann Arbor: MI: Association for Consumer Research, 556-561. Sommers, Montrose S. (1964), "Product Symbolism and the Perception of Social Strata," Proceedings of the American Marketing Association, 22, 200-216.
Страница 204 - I shall show that this force is the store personality or image — the way in which the store is defined in the shopper's mind, partly by its functional qualities and partly by an aura of psychological attributes.
Страница 152 - The Consumer Retail Search Process: A Conceptual Model and Research Agenda.
Страница 123 - A Conceptual Framework for International Business Arrangements," in Marketing and the New Science of Planning, ed. Robert L. King (Chicago: American Marketing Association, 1968), 460-67. 17. "Ad Ban in China Makes Tobacco Tricky Business,
Страница 226 - The Intermarket Reliability of Retail Image Research: An Empirical Examination,
Страница 294 - Title : The extent of retail advertising as a management tool, its scope and importance in small business.
Страница 152 - Source Trustworthiness, Opinionated Statements, and Response to Persuasive Communication," Speech Monographs, 36 (1969), 1-7.

Информация за автора (1998)

A. COSKUN SAMLI is Research Professor of Marketing and International Business at the University of North Florida, Jacksonville. Author or coauthor of more than 200 scholarly articles, eight books, and 30 monographs, he has been invited as a distinguished scholar to deliver papers at more than a dozen universities. He has lectured in countries around the world, is active in the Fulbright Commission, serves on the review boards of seven major journals, and is a Senior Fellow in the Academy of Marketing Science. Among his previous books are Counterturbulence Marketing: A Proactive Strategy for Volatile Economic Times (1993), International Consumer Behavior: Its Impact on Marketing Strategy (1995), and Information-Driven Marketing Decisions: Development of Strategic Information Systems (1996).

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