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Perceptions of Downtown Attraction Factors in the Small City: A Case Study in Ohio Read chapter Read first chapter

2015 | OriginalPaper | Chapter

Developing Alternative Retail Marketing Strategies: An Evolutionary Orientation

Authors : A. Coskun Samli, Douglas J. Lincoln

Published in: Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference

Publisher: Springer International Publishing

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This paper maintains that there are four key retail marketing strategies. These are: mass retailing, differentiating, segmenting and positioning. Positioning is considered to be one of the most widespread retailing strategies. At the present time it is only gaining momentum. It is likely to follow the patterns product marketing has been setting. Product marketing strategies have included positioning as one of the key alternatives for a decade or so. It is maintained that retailing follows product marketing strategies with a time lag of 5 to 10 years.

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previous chapter Development of Consumer Typologies from Appropriateness Ratings
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Metadata
Title
Developing Alternative Retail Marketing Strategies: An Evolutionary Orientation
Authors
A. Coskun Samli
Douglas J. Lincoln
Copyright Year
2015
Book
Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference

Print ISBN: 978-3-319-16945-3

Electronic ISBN: 978-3-319-16946-0

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-16946-0_180