Organising for marketing in retailing
Dr Nigel Piercy
(Director, Service Industries Management Research Unit, UWIST, Cardiff)
124
Abstract
Dr Nigel Piercy wrote earlier in RDM about the trend towards the formal organisation of marketing in retail firms, and is actively involved in research on this topic. In this article he restates the case for formalising marketing in retail firms and formulates an agenda for retail management to consider, which provides a framework for analysis and action.
Citation
Piercy, N. (1986), "Organising for marketing in retailing", Retail and Distribution Management, Vol. 14 No. 3, pp. 21-23. https://doi.org/10.1108/eb018305
Publisher
:MCB UP Ltd
Copyright © 1986, MCB UP Limited