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

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 May 1992

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.

Keywords

Citation

Greenley, G.E. and Shipley, D. (1992), "A Comparative Study of Operational Marketing Practices among British Department Stores and Supermarkets", European Journal of Marketing, Vol. 26 No. 5, pp. 22-35. https://doi.org/10.1108/03090569210014389

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited