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The Retailers’ Marketing Strategy: Adapting to the fast-evolving environment

Cosmin Tanase

Holistic Marketing Management Journal, 2016, vol. 6, issue 3, 17-22

Abstract: Retail and modern commerce have been one of the interesting themes that I have addressed in the last years, in various articles and studies. It is relevant to mention that in 2005, under the coordination and guidance of Professor Theodor Purcarea, I worked with my colleagues at the Romanian-American University in the research group TOEMM, whose purpose was studying the retail market in Romania, which was at the beginning of its development at that time. Research carried out and the satisfaction of the obtained results determined me to continue my scientific work, but not limited to this area. If in previous papers or studies, found in connection with the retail market, I mainly wrote about quantitative aspects, such as those related to geographical expansion and concentration of modern commerce in Romania, in this article I will address some theoretical aspects of the retailers’ marketing strategy, opening the perspectives for what could be an interesting research, involving the analysis of some of the major supply chains on the Romanian market.

Keywords: Consumers; Strategy Planning; Promotion; Audience; Globalization; Messages; Mission (search for similar items in EconPapers)
JEL-codes: L81 L82 M31 M37 (search for similar items in EconPapers)
Date: 2016
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