search query: @indexterm Marketing channels / total: 185
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| Author: | Kumar, N. |
| Title: | The revolution in retailing: from market driven to market driving. |
| Journal: | Long Range Planning
1997 : DEC, VOL. 30:6, p. 830-835 |
| Index terms: | Retailing Distribution channels Marketing channels Marketing management |
| Language: | eng |
| Abstract: | The author notes that the leading retailers through consolidation, global expansion, technology push and innovative formats, have been 'market driving' rather than 'market driven'. They have shaped consumer behavior, transformed the market place, and redefined the rules of engagement with their competitors and suppliers. The retailing industry has undergone enormous consolidation. Size gives bargaining power; economies of scale are possible. Another change has been globalization. Technology is transforming how retailers configure the supply chain, manage their store operations and interact with customers. |
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