Cover image for Strategic marketing for success in retailing
Title:
Strategic marketing for success in retailing
Author:
Samli, A. Coskun.
Personal Author:
Publication Information:
Westport, Conn. : Quorum Books, 1998.
Physical Description:
xxiii, 387 pages : illustrations ; 24 cm
Language:
English
ISBN:
9781567201864
Format :
Book

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Library
Call Number
Material Type
Home Location
Status
Central Library HF5415.1 .S24 1998 Adult Non-Fiction Central Closed Stacks
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Summary

Summary

Very little of marketing theory and knowledge has made its way into retailing practice, but its value in making profitable and effective retailing decisions is unquestioned. Samli, drawing upon three decades of experience and recognition as an expert in marketing research, offers retailing professionals and those who aspire to retailing careers a foundation for understanding what marketing theory is and how it can be linked successfully and profitably to retailing practice. Not a simplified set of steps to take, his book forces retailing decision makers to think for themselves and to use sound reasoning in their judgments. With an extensive review of retailing research and emphasis on small retail decision-making processes, plus discussions of human resource development, information technology, control mechanisms, and the international aspects of retailing, this book will find a special place in the list of books that must be read, not only by retailing professionals and students, but also their colleagues who teach retailing.

The planning and implementation of the strategic plan is dependent upon the identification of the retailer's target market, and then successfully catering to that market by using four key retailing mixes: goods and service mix, communication mix, pricing mix, and human resource mix. The retailing mixes are the controllables of retail management. Preparation of these mixes depends upon the knowledge, reasoning, availability of resources, and familiarity with the target markets.


Author Notes

A. COSKUN SAMLI is Research Professor of Marketing and International Business at the University of North Florida, Jacksonville. Author or coauthor of more than 200 scholarly articles, eight books, and 30 monographs, he has been invited as a distinguished scholar to deliver papers at more than a dozen universities. He has lectured in countries around the world, is active in the Fulbright Commission, serves on the review boards of seven major journals, and is a Senior Fellow in the Academy of Marketing Science. Among his previous books are Counterturbulence Marketing: A Proactive Strategy for Volatile Economic Times (1993), International Consumer Behavior: Its Impact on Marketing Strategy (1995), and Information-Driven Marketing Decisions: Development of Strategic Information Systems (1996).


Reviews 1

Choice Review

The central theme of this book is that in order to be successful a retailer must develop and implement a marketing strategy based on a competitive advantage. Samli (Univ. of North Florida, Jacksonville) suggests that this is best accomplished by using the idea of differential congruence, that is, differentiating from other retailers in a way that is congruent with the wishes of a particular consumer segment. After an overview, the first few chapters explore the externalities of retail marketing strategy development, including a theory of retail competition, major trends, and location. Subsequent chapters address market potential, retail consumer behavior, alternative retail strategies, store image, retail promotion, product, pricing, and retail information management systems and control. The author states that the congruence of the store's personnel and the self-image of the store's customers leads to customer satisfaction. More than 100 exhibits, resembling classroom overheads, are included at the end of chapters. Reference sources, including the author's own works, are generously cited. The conceptual theory-based approach presented here is unlike most retailing books intended for undergraduate students. Graduate students and serious upper-division undergraduate students, along with strategic thinking practitioners, will find this publication useful for its coverage of the entire broad spectrum of retail issues. W. H. Brannen; Creighton University


Table of Contents

Preface
Introduction
Retail Marketing Strategy
An Overview of Differential Congruence
Multiple Layers of Retail Competition
The Changing Retail Population and Managerial Implications
Intermarket Shopping
Behavior Downtowns, Shopping Centers, and Local Clusters: The Retail Evolution
From Market Potentials to Capitalization
Adjusting Retail Marketing Strategies to Consumer
Behavior Heterogeneity of Retail
Markets Retail
Marketing Strategy
Alternatives Developing and Measuring the Store Image
Retail Image Perceived by Different Constituencies
Human Resource Management in Retailing
Developing a Retail Communication Mix
Merchandise Mix
Development Pricing Strategies for Retailers
Retail Information Management Systems and the Emerging
Information Technology Strategic
Control for Retailers
Index

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