Marketing Innovations in Retail Trade (Innowacje marketingowe w handlu detalicznym)

Grazyna Smigielska () and Sylwia Wisniewska ()
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Grazyna Smigielska: Uniwersytet Ekonomiczny w Krakowie, Katedra Handlu Instytucji Rynkowych
Sylwia Wisniewska: Uniwersytet Ekonomiczny w Krakowie, Katedra Zarzadzania Zasobami Pracy

Problemy Zarzadzania, 2016, vol. 14, issue 57, 57-70

Abstract: The aim of the paper is to present the crucial role of marketing innovation in changes which have taken place in the retail sector and, in consequence, in developing the contemporary rules of functioning of retail companies. In the paper, a wide formula of marketing innovation has been applied which resulted in including the innovation in retail formats in the group of marketing innovations. These new forms of retailing, which have been developed since the mid 19th century in the world, and since the 1990s have also dynamically changed the retail structure and consumers behavior in Poland, are recognized as radical innovations. The same very important role in retailing is attributed to self-service, merchandising, loss leaders, retail stamps and location in the shopping centers. Nowadays many marketing innovations are stimulated by new technologies; most of them are incremental innovations.

Keywords: retail trade; innovation; marketing (search for similar items in EconPapers)
JEL-codes: M3 O3 (search for similar items in EconPapers)
Date: 2016
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