Building Retail Brands Directly

Stewart Pearson

Chapter 16 in Building Brands Directly, 1996, pp 367-381 from Palgrave Macmillan

Abstract: Abstract Shopping is no longer an essential household chore but a popular leisure pastime. The shopping experience has been enhanced by giant superstores, and by shopping malls that offer hundreds of stores under the same roof in combination with restaurants and entertainment: a complete family ‘day out’. The extension of opening times to twelve-hour days and seven-day weeks makes the experience available to everyone. Clustered together in retail centres, parks, precincts and malls, departments stores and specialists offer an ever widening range of goods from around the world.

Keywords: Marketing Programme; Shopping Experience; Direct Mail; Customer Information; Competitive Priees (search for similar items in EconPapers)
Date: 1996
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DOI: 10.1007/978-1-349-13771-8_16

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