RETAIL MARKETING INSTRUMENTS – AN ANALYTIC APPROACH

Dan Cristian Dabija, Assist. Ph.D Student Ioana N. Abrudan and Lect. Ph.D Alt Monika Anetta
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Assist. Ph.D Student Ioana N. Abrudan: University “Babes-Bolyai” Faculty of Economics and Business Administration Cluj-Napoca, Romania
Lect. Ph.D Alt Monika Anetta: University “Babes-Bolyai” Faculty of Economics and Business Administration Cluj-Napoca, Romania

Revista Tinerilor Economisti (The Young Economists Journal), 2009, vol. 1, issue 13S, 85-96

Abstract: Each of the classical marketing mix policies get specific meanings and characteristics in retail. Some of the authors suggest their accurate transposition in retail, meanwhile others highlight those elements derivate from the service marketing mix. There is also the tendency of outlining the in-store-management, the location or the customer “binding” policy as independent marketing mix policies in retail.

Keywords: retail marketing; marketing mix; assortment; price; service; communication; location; in-store-management; customer loyalty (search for similar items in EconPapers)
JEL-codes: M3 M31 (search for similar items in EconPapers)
Date: 2009
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