Retail Marketing and Sales Performance: A Definitive Guide to Optimizing Service Quality and Sales Effectiveness - Softcover

Preuss, Christoph

Softcover

ISBN 10: 3658046295 ISBN 13: 9783658046293

Verlag: Springer Gabler, 2013

Inhaltsangabe

The purpose of this research project is to contribute to effective retail by determining the impacts of the elements of retail marketing interventions on sales performance in franchises and branches. The approach comprises a series of complementary surveys of franchisees, branch managers, shop visitors and customers. This is enriched with secondary data and sector-specific structural detail to determine the direct and mediating effects of retail marketing on sales performance. Through factor analysis results provide evidence that Retail Marketing has a high and positive, direct-structural impact on sales performance. Christoph Preuss contributes to the development of the dichotomy of branch and franchise management by exploring their operational differences. Retailers can exploit retail marketing more effectively if they understand that structural retail marketing parameters make the greatest impact on an outlet’s sales performance.

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Über die Autorin bzw. den Autor

Christoph Preuss holds an MBA from the University of St. Gallen and a doctoral degree from the Bradford University School of Management. He is now a senior sales & marketing executive in the Information and communication Industry.

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The purpose of this research project is to contribute to effective retail by determining the impacts of the elements of retail marketing interventions on sales performance in franchises and branches. The approach comprises a series of complementary surveys of franchisees, branch managers, shop visitors and customers. This is enriched with secondary data and sector-specific structural detail to determine the direct and mediating effects of retail marketing on sales performance. Through factor analysis results provide evidence that Retail Marketing has a high and positive, direct-structural impact on sales performance. Christoph Preuss contributes to the development of the dichotomy of branch and franchise management by exploring their operational differences. Retailers can exploit retail marketing more effectively if they understand that structural retail marketing parameters make the greatest impact on an outlet’s sales performance.

Contents

• Retail Marketing, Concepts and Research Model
• Internal Marketing
• Sales Performance
• Human Resources Management

Target Groups

• Researchers and students of business sciences especially in the field of management
• Practitioners in marketing, distribution or human resources management

About the author

Christoph Preuss holds an MBA from the University of St. Gallen and a doctoral degree from the Bradford University School of Management. He is now a senior sales & marketing executive in the Information and communication Industry.

Details zur Ausgabe

• Verlag: Springer Gabler
• Erscheinungsdatum: 2013
• Sprache: Englisch
• ISBN 10: 3658046295
• ISBN 13: 9783658046293
• Einband: Taschenbuch
• Anzahl der Seiten: 248
• Kontakt zum Hersteller: GPSR Kontakt; ProductSafety@springernature.com; ; Abraham-Lincoln-Str. 46; Wiesbaden; 65189; Deutschland