A NEW APPROACH TO RETAIL MARKETING – WAYS OF SERVICES MARKETING

Stefan-Alexandru Catana
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Stefan-Alexandru Catana: The Bucharest University of Economic Studies

SEA - Practical Application of Science, 2019, issue 19, 75-77

Abstract: This paper approaches a topic discussed in marketing literature, in the context of global changes and modern ways of retailing. Nowadays, as a retailer, it is very important to be in line with the customer needs and with their aspirations to be competitive on the market. Starting from this aspect, the article presents some points of view to the effect that retailing must be treated in terms of services marketing. The paper highlights that retailing must be treated as a process and as a sequence of inter-related, intangible, variable and inseparable activities resulting in a certain benefit for the customer, not only as a process of selling goods.

Keywords: Retailing; Services marketing; Retail marketing (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:cmj:seapas:y:2019:i:19:p:75-77

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