Abstract
Retailing has changed radically over the past two or three decades. Even in the early 1980s, it was a relatively fragmented and unsophisticated business where retail flair appeared to be the key to success. Now, however, it is an industry in which flair remains important, but is no longer sufficient. According to Cook and Walters (1991), effective retailing demands a high level of skills in marketing, store operations, advanced logistics systems and in sophisticated sourcing.
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© 2003 A. E. Kent and O. E. Omar
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Kent, T., Omar, O. (2003). Marketing Functions in Retailing. In: Retailing. Palgrave, London. https://doi.org/10.1007/978-0-230-37410-2_6
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