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Marketing Techniques in the Retail Sector. Edition No. 1

  • ID: 1898255
  • April 2008
  • 72 Pages
  • VDM Publishing House
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This book investigates a special field: marketing activity of retailers. Why is this area special? Because retailing constitutes the chain through which goods flow from producers to consumers. Principally, retailers are service providers, however a great part of their activity is based on products.

I am studying how these businesses draw people inside the stores, what their most important communication channels are. I am analysing the process of communication, and exploring the tools that make customers take certain goods off the shelf. Product display has a vital function in retailing - this greatly interesting field is examined in details.

Different retailers have to use different communication tools. I am investigating the factors determining the operation of these businesses; the potential benefits and disadvantages, possibilities and concerns are presented. I am also comparing some of the most common retailer types: their segment-specific characteristics, and the communication channels they use. It will show how colourful retailing is.

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Gergely Póla.
Graduated in 2003 from International Business School Budapest, with a Bachelor of Arts in Business Studies. In 2005 he graduated from Corvinus University with a master degree.
Both of his thesis works are about retail marketing.
Now he is an entrepreneur and a journalist.

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Note: Product cover images may vary from those shown