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Retail Marketing Instruments – An Analytic Approach

Author

Listed:
  • Assist. Ph.D Student Dan Cristian Dabija

    (University “Babes-Bolyai” Faculty of Economics and Business Administration Cluj-Napoca, Romania)

  • 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)

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.

Suggested Citation

  • Assist. Ph.D Student Dan Cristian Dabija & Assist. Ph.D Student Ioana N. Abrudan & Lect. Ph.D Alt Monika Anetta, 2009. "Retail Marketing Instruments – An Analytic Approach," Revista Tinerilor Economisti (The Young Economists Journal), University of Craiova, Faculty of Economics and Business Administration, vol. 1(13S), pages 85-96, November.
    • Handle: RePEc:aio:rteyej:v:1:y:2009:i:13s:p:85-96
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    retail marketing; marketing mix; assortment; price; service; communication; location; in-store-management; customer loyalty;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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