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POPAI 

From Marketing Management to Marketing at-Retail 

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by 0 Members

Published 10/13/2008 

Author: Francis J. Mulhern, Ph.D. 

Summary

Marketing at the retail level has never been an easy thing to do. Marketers do not have much control over how their products are perceived, that is in the hands of the retail employees.

Marketing has been undergoing many changes and facing difficulties due to changing environmental factors. The way environmental factors have altered the retail world is by considering retail as media, there is more of a need of data and technology, and measurement methods. To properly market at the retail level the companies need to know their customers, connect marketing at the retail level to the marketing strategy, and measure everything they do.

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Member Comments (1):

Sahure Gonca Telli wrote:
I agree marketing at retail level has never been easy. Even everthing is converging around us. Concepts, rules, products, services are also converging with these new converging technological devices. This needs to a measurement but also means "a connecting partner" or "an eye on you". How the people or companies can overcome with this phenomenon? It should be questioned. Regards, Gonca Telli Yamamoto
Posted on : 10/24/2008


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