haku: @author Liu, H. / yhteensä: 8
viite: 7 / 8
| Tekijä: | Davies, G. Liu, H. |
| Otsikko: | The retailer's marketing mix and commercial performance |
| Lehti: | International Review of Retail, Distribution and Consumer Research
1995 : APR, VOL. 5:2, p. 147-165 |
| Asiasana: | CONSUMER RESEARCH MARKETING PRICING |
| Kieli: | eng |
| Tiivistelmä: | This paper concerns the management and organization of the marketing function within large multiple retail organizations. The elements of the retailer's marketing mix are identified and the hypothesis is developed that the breadth of control over the marketing mix by a marketing department should correlate positively with commercial performance. A postal survey of British retailers failed to demonstrate such a relationship, indicating that there is no obvious justification for a retailer to centralize most of its marketing in one large department. |
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