RETAIL MARKETING INSTRUMENTS – AN ANALYTIC APPROACH

Each of the classical marketing mix policies get specific meanings and characteristics in retail. Some of the authors suggest their accurate transposition in retail, meanwhile others highlight those elements derivate from the service marketing mix. There is also the tendency of outlining the in-store-management, the location or the customer “binding” policy as independent marketing mix policies in retail.retail marketing, marketing mix, assortment, price, service, communication, location, in-store-management, customer loyalty