A. Coskun Samli

Strategic Marketing for Success in Retailing (eBook, PDF)

• Format: PDF

Produktbeschreibung

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.

Produktdetails

• Verlag: Bloomsbury Publishing Inc
• Seitenzahl: 416
• Altersempfehlung: ab 7 Jahre
• Erscheinungstermin: 24. September 1998
• Englisch
• ISBN-13: 9780313370823
• Artikelnr.: 37826588

Autorenporträt

A. COSKUN SAMLI is Research Professor of Marketing and International Business at the University of North Florida. He is also a Distinguished Fellow in the Academy of Marketing Science, for which he previously served as Chairman of its Board of Governors. An internationally recognized authority on marketing, international business, and economic development, he lectures worldwide and has taught thousands of students in a career spanning 40 years. He is the author or co-author of over 250 articles, 17 books, and 30 monographs

ong his books are Social Responsibility in Marketing (Quorum, 1992), Counterturbulence Marketing (Quorum, 1993), International Consumer Behavior (Quorum, 1994), and Empowering the American Consumer (Quorum, 2000).

Inhaltsangabe

Preface Introduction: Retail Marketing Strategy--An Overview of
Differential Congruence Multiple Layers of Retail Competition The Changing
Retail Population and Managerial Implications Intermarket Shopping Behavior
Downtowns, Shopping Centers, and Local Clusters: The Retail Evolution From
Market Potentials to Capitalization Adjusting Retail Marketing Strategies
to Consumer Behavior Heterogeneity of Retail Markets Retail Marketing
Strategy Alternatives Developing and Measuring the Store Image Retail Image
Perceived by Different Constituencies Human Resource Management in
Retailing Developing a Retail Communication Mix Merchandise Mix Development
Pricing Strategies for Retailers Retail Information Management Systems and
the Emerging Information Technology Strategic Control for Retailers Index