THE PROMOTION IN THE PROCESS OF RETAIL SHOPS PLACEMENT
THE PROMOTION IN THE PROCESS OF RETAIL SHOPS PLACEMENT
Author(s): Tomáš FašiangSubject(s): Social Sciences, Media studies, Communication studies, Sociology, Theory of Communication, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: economic development indicators; probability; promotion; retail; retail gravity;
Summary/Abstract: The contemporary marketing trend is increasingly pointing to the matter how the promotion is perceived through the customer´s eyes. There is a search for mutual dependability measuring the scale of customer´s satisfaction in relation to his loyalty and desired effect of repetitive purchase. We can interpret this relationship on dependency principle – if the scale of satisfaction is increasing, the perceived promotion and income is growing as well. In connection with retail we can consider as the key element in stated dependency the shopping place selection. The topic of this contribution is focused on applying usage of probability in the process of retail shops placement as a starting point of putting into effect targeted communication of retail shops with a customer in their radius of action.
Journal: Megatrendy a médiá
- Issue Year: 5/2018
- Issue No: 1
- Page Range: 387-394
- Page Count: 8
- Language: English