Abstract
The discussion of the competitive retail environment in Chapter 4 showed that success in current conditions calls for more than just choosing the right location, merchandise and price. To attract shoppers, a retailer must inform them of the store’s location, the types of merchandise it carries, and the services it provides. It must also persuade consumers that the store can fulfil their shopping expectations and provide them with superior value relative to its competitors. In doing so, retailers must design effective communication programmes to provide information to customers and persuade them to shop at their stores.
This is a preview of subscription content, log in via an institution to check access.
Preview
Unable to display preview. Download preview PDF.
References
Aaker, D. (1996) Building Strong Brands (New York: Free Press).
Abraham, M. and Lodish, L.M. (1990) ‘Getting the Most Out of Advertising and Promotion’, Harvard Business Review (May/June).
Bonnal, F. (1990) ‘Attitudes to Advertising in Six European Countries’, Admap (December), pp. 19–23.
Brassington, F. and Pettitt, S. (1997) Principles of Marketing (London: Pitman).
Davies, G. and Brooks, M. (1989) Positioning Strategy in Retailing (London: Paul Chapman).
Ehrenberg, A.S.C. (1976) ‘Learning about Promotion’, in the Contribution of Research to Decision Making on Promotions (Amsterdam: ESOMAR) pp. 23–9.
Ghosh, A. (1994) Retail Management, 2nd edn (New York: The Dryden Press).
Johnson, B. (1993) ‘Food Chains Stock Up On Promos: Recession Continues to Plague Southen California Supermarkets’, Advertising Age (April), vol. 12, no. 26.
Kotier, P. (1997) Marketing Management: Analysis, Planning, Implementation, and Control, 9th edn (New Jersey: Prentice Hall International, Inc.).
Kurtz, D.L. and Boone, L.E. (1987) Marketing, 3rd edn (New York: The Dryden Press).
McGoldrick, P (1990) Retail Marketing (London: McGraw-Hill).
Meenaghan, T. and Shipley, D. (1999) ‘Media Effect In Commercial Sponsorship’, European Journal of Marketing, vol. 33, no. 3/4, pp. 328–47.
Mintel (1999) Retail Advertising (London: Mintel International Group).
Ogilvy, D. (1983) Ogilvy on Advertising (London: Pan Books).
Omar, O. (1999) Retail Marketing (London: Financial Times/Pitman).
Rust, R.T. (1986) Adertising Media Models (Lexington: D.C. Heath).
Samli, A.C. (1989) Retail Marketing Strategy: Planning, Implementation and Control (New York: Quorum Books).
Stewart, D.W. and Ward, S. (1994) ‘Media effects on advertising’, in J. Bryant and D. Zillmann, (eds), Media Effects in Theory and Research (Hillsdale, NJ: Lawrence Erlbaum & Associates).
Tellis, G.J. (1998) Advertising and Sales Promotion Strategy (Harlow, England: Addison Wesley).
Woodside, A.G. and Soni, P.K. (1990) ‘Performance Analysis of Advertising in Competing Media Vehicles’, Journal of Advertising Research, vol. 30 (February/March), pp. 53–66.
Copyright information
© 2003 A. E. Kent and O. E. Omar
About this chapter
Cite this chapter
Kent, T., Omar, O. (2003). Retail Communications. In: Retailing. Palgrave, London. https://doi.org/10.1007/978-0-230-37410-2_15
Download citation
DOI: https://doi.org/10.1007/978-0-230-37410-2_15
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-99769-7
Online ISBN: 978-0-230-37410-2
eBook Packages: Business and EconomicsBusiness and Management (R0)