RetailĘs Marketing Management Challenge
- Topics:
- Marketing Strategy,
- Retail Advertising
- Source:
- MarketingProfs
FREE Registration is required
Vendor Registration: required
Overview: As retailers strive to touch consumers at every step of the purchase cycle, retail marketing has evolved to become a mosaic of mass-media branding, tactics for driving store traffic, in-store experience, and loyalty programs. Brand-equity TV campaigns are overlaid with local newspaper, radio, and direct mail to get consumers into the store. In-store merchandising programs enhance the customer experience at the point of sale and make the register ring. Frequent-shopper cards and branded credit cards create long-term preference and repeat visits. This paper describes the marketing tactics working on the consumer in different ways, understanding and improving marketing effectiveness which is a particularly vexing challenge.
(Is this item miscategorized? Does it need more tags? Let us know.)
Format: HTML | Date: Jul 2006 | Pages: 5
