A Comparative Study of Operational Marketing Practices among British Department Stores and Supermarkets
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
:MCB UP Ltd
Copyright © 1992, MCB UP Limited