Retail Marketing Strategies and Brand Management: A Global Retail Industry Perspective

Retail Marketing Strategies and Brand Management: A Global Retail Industry Perspective

Kijpokin Kasemsap (Suan Sunandha Rajabhat University, Bangkok, Thailand)
DOI: 10.4018/IJSODIT.2016070106
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Abstract

This article aims to provide a critical review of the published literature related to retail marketing strategies and brand management in the global retail industry. The literature review covers the overview of marketing strategies; retail marketing strategies and technological utilization; international retail marketing strategies in the global retail industry; retail marketing strategies and internationalization; the challenges of retail marketing strategies in the fashion retail industry; the overview of brand management; and the significance of brand management in the global retail industry. Effective marketing is necessary to compete in the ever-growing worldwide retail industry sector. The improved retail profits are within reach with the purposeful retail marketing strategies. Brand management means defining the brand, positioning the brand, and delivering the brand. The literature review analysis provides both practitioners and researchers an important understanding about retail marketing strategies and brand management in the global retail industry.
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Theoretical And Practical Review Of The Literature

The literature review emphasizes the overview of marketing strategies; retail marketing strategies and technological utilization; international retail marketing strategies in the global retail industry; retail marketing strategies and internationalization; the challenges of retail marketing strategies in the fashion retail industry; the overview of brand management; and the significance of brand management in the global retail industry.

Overview of Marketing Strategies

Marketing strategy can be defined as an organization’s integrated pattern of decisions that specify its crucial choices concerning products, markets, marketing activities and marketing resources in the creation, communication, and delivery of products that offer value to customers in exchanges with the organization and enables organization to achieve specific objectives (Varadarajan, 2010). Marketing strategies serve as the valuable foundation of marketing plans designed to fill marketing needs and reach marketing objectives (Kasemsap, 2015a).

Marketing strategists should create, maintain, and arrest the decrease of ambiguous resource competences that lead to competitiveness and performance (Hansen, McDonald, & Mitchell, 2013). Marketing segmentation and positioning have been at the essence of marketing management (Cornelius, Wagner, & Natter, 2010). The consideration of strategic customers, who can delay a purchase to take advantage of a future discount, has dramatically increased (Gonsch, Klein, Neugebauer, & Steinhardt, 2013).

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