Retailer Marketing – Informational Strategies

Abstract

Aims herein to highlight the retail marketing issue as an area of study and, also, to emphasise the informational aspects of retailer marketing. Introduces the argument by examining what is meant by retailer marketing in this context also the relevant historical background. States, in marketing general literature, early attention was devoted to the process of marketing through the channel of distribution with the corresponding emphasis on managing distribution and so forth. Posits that the concept of marketing has been applied to a vast range of non‐manufacturing activities. Concludes that there are a number of contrasting strategies which retailers can adopt to exploit their structural and technological advantages in the channel marketing information system.

Citation

Piercy, N. (1983), "Retailer Marketing – Informational Strategies", European Journal of Marketing, Vol. 17 No. 6, pp. 5-15. https://doi.org/10.1108/EUM0000000004819