Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
612-822-4611

  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Retail Marketing and Sales Performance: A Definitive Guide to Optimizing Service Quality and Sales Effectiveness

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

Preuss, Christoph

Paperback

ManagementMarketing

ISBN10: 3658046295
ISBN13: 9783658046293
Publisher: Springer Gabler
Published: Dec 27 2013
Pages: 224
Weight: 0.65
Height: 0.80 Width: 5.50 Depth: 8.40
Language: English
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.

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