Retail Marketing and Sales Performance
ISBN:
978-3-658-04629-3
Auflage:
2014
Verlag:
Springer Fachmedien Wiesbaden GmbH
Land des Verlags:
Deutschland
Erscheinungsdatum:
27.12.2013
Format:
Softcover
Seitenanzahl:
224
Lieferung in 5-10 Werktagen
Versandkostenfrei ab 40 Euro in Österreich
The purpose of this research project is to contribute to effective retail by determining the impacts of the elements of retail marketing interventions on sales performance in franchises and branches. The approach comprises a series of complementary surveys of franchisees, branch managers, shop visitors and customers. This is enriched with secondary data and sector-specific structural detail to determine the direct and mediating effects of retail marketing on sales performance. Through factor analysis results provide evidence that Retail Marketing has a high and positive, direct-structural impact on sales performance. Christoph Preuss contributes to the development of the dichotomy of branch and franchise management by exploring their operational differences. Retailers can exploit retail marketing more effectively if they understand that structural retail marketing parameters make the greatest impact on an outlet’s sales performance.
Schlagwörter
Biografische Anmerkung
Christoph Preuss holds an MBA from the University of St. Gallen and a doctoral degree from the Bradford University School of Management. He is now a senior sales & marketing executive in the Information and communication Industry.
