Retail marketing
著者
書誌事項
Retail marketing
F. Cass, 1995
- : pbk
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注記
"First appeared in The Services Industries Journal, 1984-95"--T.p. verso
Includes bibliographical references
内容説明・目次
内容説明
First published in 2004, This collection explores the emerging and diverse world of retail marketing by tracing its development from the 1980s to the present day. The market-driven retail company shows concern for the customer throughout the organisation, throughout all functions and departments. Such a company tries to understand how customers choose their purchases, the criteria they use, and attempts to ensure that it is more successful in meeting customer requirements than the competition. Retail Marketing discusses what range of products and services should be offered, where, at what price, and how these activities should be advertised, promoted and developed.
目次
Introduction 1 The Status of Marketing in the UK Service Industries 2 Problems Confronting UK Retailing Organisations 3 An Empirical Overview of Marketing l4Status Quo of the Marketing Organisation in UK Retailing: A Nigel Piercy and Neglected Phenomenon 5 The Importance of Technology on Services Marketing 6 Customer Service in Retailing 7 Retail Location at the Micro-Scale: Inventory and Prospect 8 The Retail Park: Customer Usage and Perceptions of a Retailing Innovation 9 Tenant Mix, Tenant Placement and Shopper Behaviour in a Planned Shopping Centre 10 Elements of a Franchise: The Experiences of Established Firms 11 Retail Buying in the United Kingdom 12 A Comparison between Dutch and German Retail Price Setting 13 Shopping Motives 14 Shopping Motives Constructionist Perspective
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