Retail Marketing Strategy Development

A. Coskun Samli

Chapter 2 in Coping with Retail Giants, 2015, pp 17-25 from Palgrave Macmillan

Abstract: Abstract Aretail establishment must have certain features that distinguish it from others. Those features will enable consumers to identify it and be attracted to it. At the same time, these distinguishing features should dissuade consumers from patronizing other retail establishments for the same products or services. The unique and distinguishing characteristics of the particular store must be appealing to prospective customers. This means the unique characteristics of the retail establishment must be congruent with what its customers would like to buy. That is the winning strategy in retailing, which is coined “differential congruence” (Samli 2004).

Keywords: Actual Image; Store Image; Retail Establishment; Game Plan; Retail Management (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-47634-0_3

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DOI: 10.1057/9781137476340_3

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