Marketing Techniques in the Retail Sector
Communications inside and outside Stores
(Sprache: Englisch)
This book investigates a special field: marketing activity of retailers. Why is this area special? Because retailing constitutes the chain through which goods flow from producers to consumers. Principally, retailers are service providers, however a great...
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This book investigates a special field: marketing activity of retailers. Why is this area special? Because retailing constitutes the chain through which goods flow from producers to consumers. Principally, retailers are service providers, however a great part of their activity is based on products.I am studying how these businesses draw people inside the stores, what their most important communication channels are. I am analysing the process of communication, and exploring the tools that make customers take certain goods off the shelf. Product display has a vital function in retailing - this greatly interesting field is examined in details.Different retailers have to use different communication tools. I am investigating the factors determining the operation of these businesses; the potential benefits and disadvantages, possibilities and concerns are presented. I am also comparing some of the most common retailer types: their segment-specific characteristics, and the communicationchannels they use. It will show how colourful retailing is.
Autoren-Porträt von Gergely Póla
Póla, GergelyGraduated in 2003 from International Business School Budapest, with a Bachelor of Arts in Business Studies. In 2005 he graduated from Corvinus University with a master degree.Both of his thesis works are about retail marketing.Now he is an entrepreneur and a journalist.
Bibliographische Angaben
- Autor: Gergely Póla
- 2008, 72 Seiten, Maße: 15 x 22 cm, Kartoniert (TB), Englisch
- Verlag: VDM Verlag Dr. Müller e.K.
- ISBN-10: 3836475006
- ISBN-13: 9783836475006
Sprache:
Englisch
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