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

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  • TANASE, Cosmin

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.

Suggested Citation

  • TANASE, Cosmin, 2016. "The Retailers’ Marketing Strategy: Adapting to the fast-evolving environment," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 6(3), pages 17-22, September.
    • Handle: RePEc:hmm:journl:v:6:y:2016:i:3:p:17-22
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    File URL: http://holisticmarketingmanagement.ro/RePEc/hmm/v6i3/3.pdf
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    References listed on IDEAS

    as
    1. Areni, Charles S, 2002. "The Propositon-Probability Model of Argument Structure and Message Acceptance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(2), pages 168-187, September.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Consumers; Strategy Planning; Promotion; Audience; Globalization; Messages; Mission;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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