A NEW APPROACH TO RETAIL MARKETING – WAYS OF SERVICES MARKETING Cover Image

A NEW APPROACH TO RETAIL MARKETING – WAYS OF SERVICES MARKETING
A NEW APPROACH TO RETAIL MARKETING – WAYS OF SERVICES MARKETING

Author(s): Stefan-Alexandru CATANA
Subject(s): Social Sciences, Economy, Supranational / Global Economy, Business Economy / Management, Sociology, Evaluation research, Social development, Economic development, Financial Markets, Marketing / Advertising, Globalization, Socio-Economic Research
Published by: Fundatia Română pentru Inteligenta Afacerii
Keywords: Retailing; Services marketing; Retail marketing;

Summary/Abstract: This paper approaches a topic discussed in marketing literature, in the context of global changes and modern ways of retailing. Nowadays, as a retailer, it is very important to be in line with the customer needs and with their aspirations to be competitive on the market. Starting from this aspect, the article presents some points of view to the effect that retailing must be treated in terms of services marketing. The paper highlights that retailing must be treated as a process and as a sequence of inter-related, intangible, variable and inseparable activities resulting in a certain benefit for the customer, not only as a process of selling goods.

  • Issue Year: VII/2019
  • Issue No: 19
  • Page Range: 75-77
  • Page Count: 3
  • Language: English