ACTION RADIUS OF RETAIL COMMUNICATION
ACTION RADIUS OF RETAIL COMMUNICATION
Author(s): Tomáš FašiangSubject(s): Social Sciences, Communication studies, Theory of Communication, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Communication; Customer; Marketing; Retail; Retail gravity;
Summary/Abstract: The aim of this contribution is to point on impact of communication in retail´s unit action radius in view of customer´ visit maximization. The identification and understanding of mutual bonding is basic anticipation for solution of effective communication problem with targeted market segment. The correct identification of retail gravity and its exogenous impact allows to manage interactive relation of retail unit and customer with orientation on its value in building of customer loyalty process.
Journal: Marketing Identity
- Issue Year: 3/2015
- Issue No: 1/2
- Page Range: 47-52
- Page Count: 6
- Language: English