RETAIL MARKETING STRATEGIES AND INNOVATIONS IN THE PRACTICE OF A RETAIL CHAIN
Each retail activity, regardless its financial base is related to applying various marketing tools and territorial strategies. At present, the application of key retail marketing is associated with a wide range of activities, developing retailer, allocating sufficient capital and adapting to the mar...
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| Format: | Article |
| Language: | English |
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Wydawnictwo SGGW - Warsaw University of Life Sciences Press
2013-12-01
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| Series: | Polityki Europejskie, Finanse i Marketing |
| Subjects: | |
| Online Access: | https://pefim.sggw.edu.pl/article/view/1359 |
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| _version_ | 1832544065055358976 |
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| author | Jakub Berčík Jana Gálová Elena Horska |
| author_facet | Jakub Berčík Jana Gálová Elena Horska |
| author_sort | Jakub Berčík |
| collection | DOAJ |
| description | Each retail activity, regardless its financial base is related to applying various marketing tools and territorial strategies. At present, the application of key retail marketing is associated with a wide range of activities, developing retailer, allocating sufficient capital and adapting to the market conditions of the area. Successful retail companies have become easy to copy, therefore they are constantly trying to innovate and looking for new opportunities in the battle for their customers. In the domestic market which is torn by strong multinational competitors, our retailers are able to ensure the right timing and adjusting marketing only by forming alliances such as COOP Jednota Slovakia. Using guided dialogue and laser device for measuring the distance we have revealed many deficiencies in the implementation of unified marketing strategies and we obtained data for the calculation of location indicators in different types of sales forms. The paper also includes the evaluation of areal retail marketing and its subsequent adaptation to the conditions of the region, together with the strategic deployment and innovation of different types of stores in the area. In the conclusions, we give suggestions for more effective retail marketing, innovations and application of positioning strategies that will contribute to the increase in sales and the efficiency in the consumer cooperative COOP Jednota Brezno. |
| format | Article |
| id | doaj-art-77f0c3d8ff3942348ee0ff82267572d2 |
| institution | Kabale University |
| issn | 2081-3430 2544-0640 |
| language | English |
| publishDate | 2013-12-01 |
| publisher | Wydawnictwo SGGW - Warsaw University of Life Sciences Press |
| record_format | Article |
| series | Polityki Europejskie, Finanse i Marketing |
| spelling | doaj-art-77f0c3d8ff3942348ee0ff82267572d22025-02-03T11:10:51ZengWydawnictwo SGGW - Warsaw University of Life Sciences PressPolityki Europejskie, Finanse i Marketing2081-34302544-06402013-12-0110(59)RETAIL MARKETING STRATEGIES AND INNOVATIONS IN THE PRACTICE OF A RETAIL CHAINJakub Berčík0Jana Gálová1Elena Horska2Department of Marketing, Faculty of Economics and Management, Slovak University of Agriculture in NitraDepartment of Marketing, Faculty of Economics and Management, Slovak University of Agriculture in NitraDepartment of Marketing, Faculty of Economics and Management, Slovak University of Agriculture in NitraEach retail activity, regardless its financial base is related to applying various marketing tools and territorial strategies. At present, the application of key retail marketing is associated with a wide range of activities, developing retailer, allocating sufficient capital and adapting to the market conditions of the area. Successful retail companies have become easy to copy, therefore they are constantly trying to innovate and looking for new opportunities in the battle for their customers. In the domestic market which is torn by strong multinational competitors, our retailers are able to ensure the right timing and adjusting marketing only by forming alliances such as COOP Jednota Slovakia. Using guided dialogue and laser device for measuring the distance we have revealed many deficiencies in the implementation of unified marketing strategies and we obtained data for the calculation of location indicators in different types of sales forms. The paper also includes the evaluation of areal retail marketing and its subsequent adaptation to the conditions of the region, together with the strategic deployment and innovation of different types of stores in the area. In the conclusions, we give suggestions for more effective retail marketing, innovations and application of positioning strategies that will contribute to the increase in sales and the efficiency in the consumer cooperative COOP Jednota Brezno.https://pefim.sggw.edu.pl/article/view/1359Retail marketingPositioning strategyInnovationsRetailLocation |
| spellingShingle | Jakub Berčík Jana Gálová Elena Horska RETAIL MARKETING STRATEGIES AND INNOVATIONS IN THE PRACTICE OF A RETAIL CHAIN Polityki Europejskie, Finanse i Marketing Retail marketing Positioning strategy Innovations Retail Location |
| title | RETAIL MARKETING STRATEGIES AND INNOVATIONS IN THE PRACTICE OF A RETAIL CHAIN |
| title_full | RETAIL MARKETING STRATEGIES AND INNOVATIONS IN THE PRACTICE OF A RETAIL CHAIN |
| title_fullStr | RETAIL MARKETING STRATEGIES AND INNOVATIONS IN THE PRACTICE OF A RETAIL CHAIN |
| title_full_unstemmed | RETAIL MARKETING STRATEGIES AND INNOVATIONS IN THE PRACTICE OF A RETAIL CHAIN |
| title_short | RETAIL MARKETING STRATEGIES AND INNOVATIONS IN THE PRACTICE OF A RETAIL CHAIN |
| title_sort | retail marketing strategies and innovations in the practice of a retail chain |
| topic | Retail marketing Positioning strategy Innovations Retail Location |
| url | https://pefim.sggw.edu.pl/article/view/1359 |
| work_keys_str_mv | AT jakubbercik retailmarketingstrategiesandinnovationsinthepracticeofaretailchain AT janagalova retailmarketingstrategiesandinnovationsinthepracticeofaretailchain AT elenahorska retailmarketingstrategiesandinnovationsinthepracticeofaretailchain |