• Sara Carter


This chapter considers the role of retailing in the wider economy and the importance of the sector in terms of employment and wealth generation, before moving on to consider recent developments within the trade and their effect on the marketing mix. Throughout the 1980s and 1990s, there has been a growing polarisation in the structure of the trade between the small independent shop usually run as a family owned enterprise (Dawson and Kirby, 1979) and the large retail multiples, responsible for over half of all employment within the sector. After outlining the structure of the trade, the chapter considers how changes in the pattern of consumption have brought about new developments in retail sales which have both increased the influence of the large multiples and brought about the increased specialisation of smaller stores. The chapter concludes with a brief analysis of how elements of the marketing mix are utilised within the retail sector.


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© Sara Carter 1995

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  • Sara Carter

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