Retail marketing, concepts and research model

The aim of this chapter is to present an overview of the essential terms and conceptual basics which are necessary for a comprehensive understanding of the research problem. This comprises the definition of retail and internal marketing. To diagnose RM and propose solutions for a more effective RM management in practice, previous research and theories are drawn on. The analysis of relevant RM and IM literature, thus, helps to identify the appropriate theoretical and conceptual basis. This identification process is a key requirement for improving RM effectiveness. Moreover, it allows the research questions and associated hypotheses to be positioned in the overall context, thus highlighting their contribution to management practice and the development of insight related to RM research. At the same time research gaps are made transparent.