RETAIL MARKETING INSTRUMENTS – AN ANALYTIC APPROACH

Each of the classical marketing mix policies get specific meanings and characteristics in retail. Some of the authors suggest their accurate transposition in retail, meanwhile others highlight those elements derivate from the service marketing mix. There is also the tendency of outlining the in-store-management, the location or the customer “binding” policy as independent marketing mix policies in retail.

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Year of publication:	2009
Authors:	Dabija, Assist. Ph.D Student Dan Cristian ; Abrudan, Assist. Ph.D Student Ioana N. ; Anetta, Lect. Ph.D Alt Monika
Published in:	Revista Tinerilor Economisti (The Young Economists Journal). - Facultatea de Economie şi Administrarea Afacerilor, ISSN 1583-9982. - Vol. 1.2009, 13S, p. 85-96
Publisher:	Facultatea de Economie şi Administrarea Afacerilor
Subject:	retail marketing \| marketing mix \| assortment \| price \| service \| communication \| location \| in-store-management \| customer loyalty

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Extent:	application/pdf
Type of publication:	Article
Classification:	M3 - Marketing and Advertising ; M31 - Marketing
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10008556751