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.
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
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