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Introduction

  • Joachim Zentes
  • Dirk Morschett
  • Hanna Schramm-Klein

Abstract

Retailing is one of the world’s largest industries. It is in a permanent state of change, and the pace of this change has been accelerating over the past decade. From a marketing perspective, retailers are closer to the consumer than manufacturing companies. Retailers represent the culmination of the marketing process and the contact point between consumers and manufactured products. While retailing has long set buying decisions as its highest priority and was very focussed on the product assortment, it now follows a more holistic approach to management and marketing and is seizing the opportunity to be consumeroriented, engage in personal contact with customers, gather information on consumer behaviour and exploit insights into consumer behaviour and preferences. What was once a simple way of doing business has been transformed into a highly sophisticated form of management and marketing. Retail marketing consistently features more efficient, more meaningful and more profitable marketing practices (Mulhern 1997, p. 103).

Keywords

Supply Chain Customer Relationship Management Store Brand Retail Management Supply Chain Efficiency 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2011

Authors and Affiliations

  • Joachim Zentes
    • 1
  • Dirk Morschett
    • 2
  • Hanna Schramm-Klein
    • 3
  1. 1.Saarland UniversitySaarbrückenGermany
  2. 2.University of FribourgFribourgSwitzerland
  3. 3.University of SiegenSiegenGermany

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