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A Comparative Study of Operational Marketing Practices among British Department Stores and Supermarkets

A Comparative Study of Operational Marketing Practices among British Department Stores and... There is a dearth of empirical analysis of how and to what extent British retailers fit marketing activities to sectoral conditions. Reviews relevant literature and tests propositions concerning the relative importance of marketing activities in two retail sectors. Finds many cross‐sectoral similarities and many consistent differences, which appear to be related to situational conditions in the respective sectors. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

A Comparative Study of Operational Marketing Practices among British Department Stores and Supermarkets

Gordon E. Greenley; David Shipley
European Journal of Marketing , Volume 26 (5): 14 – May 1, 1992
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Publisher
Emerald Publishing
Copyright
Copyright © 1992 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569210014389
Publisher site
See Article on Publisher Site

Abstract

There is a dearth of empirical analysis of how and to what extent British retailers fit marketing activities to sectoral conditions. Reviews relevant literature and tests propositions concerning the relative importance of marketing activities in two retail sectors. Finds many cross‐sectoral similarities and many consistent differences, which appear to be related to situational conditions in the respective sectors.

Journal

European Journal of Marketing – Emerald Publishing

Published: May 1, 1992

Keywords: Department stores; Environment; Marketing management; Marketing strategy; Operations management; Supermarkets; United Kingdom

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