Retail Marketing and Sales Performance: A Definitive Guide to Optimizing Service Quality and Sales Effectiveness - Couverture souple

Preuss, Christoph

Couverture souple

ISBN 10 : 3658046295 ISBN 13 : 9783658046293

Editeur : Springer Gabler, 2013

Synopsis

The purpose of this research project is to contribute to effective retail by determining the impacts of the elements of retail marketing interventions on sales performance in franchises and branches. The approach comprises a series of complementary surveys of franchisees, branch managers, shop visitors and customers. This is enriched with secondary data and sector-specific structural detail to determine the direct and mediating effects of retail marketing on sales performance. Through factor analysis results provide evidence that Retail Marketing has a high and positive, direct-structural impact on sales performance. Christoph Preuss contributes to the development of the dichotomy of branch and franchise management by exploring their operational differences. Retailers can exploit retail marketing more effectively if they understand that structural retail marketing parameters make the greatest impact on an outlet's sales performance.

A propos du livre

À propos de l'auteur

Christoph Preuss holds an MBA from the University of St. Gallen and a doctoral degree from the Bradford University School of Management. He is now a senior sales & marketing executive in the Information and communication Industry.

Détails de l'édition

• Éditeur: Springer Gabler
• Date d'édition: 2013
• Langue: anglais
• ISBN 10: 3658046295
• ISBN 13: 9783658046293
• Reliure: Broché
• Nombre de pages: 248
• Coordonnées du fabricant: ProductSafety@springernature.com; ProductSafety@springernature.com; ; Poststr. 9; Darmstadt; 64293; Allemagne