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| Author: | Mulhern, F. |
| Title: | Retail marketing: from distribution to integration |
| Journal: | International Journal of Research in Marketing
1997 : MAY, VOL. 14:2, p. 103-124 |
| Index terms: | RETAILING DISTRIBUTION CHANNELS DATA BASES |
| Language: | eng |
| Abstract: | Retailing represents the culmination of the marketing process, the contact point between consumers and manufacturer products, marketing communications and customer service. This paper reviews the research on retail marketing that has appeared in the academic literature in the last several years. The review will address the revolutionary changes occurring in retailing today brought on by the availability of purchase transaction databases and new forms of marketing communications. |
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