Instore Marketing

Zentes, Joachim; Morschett, Dirk; Schramm-Klein, Hanna

doi:10.1007/978-3-8349-6740-4_14

Joachim Zentes⁴,
Dirk Morschett⁵ &
Hanna Schramm-Klein⁶

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3 Citations

Abstract

The purpose of this Chapter is to highlight the importance of the store environment as part of the retail marketing mix. Options for store layout, the determinants and influence of store atmosphere and the allocation of space to merchandise are described.

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Authors and Affiliations

Saarland University, Saarbrücken, Germany
Joachim Zentes (Professor of Marketing and Management)
University of Fribourg, Fribourg, Switzerland
Dirk Morschett (Professor of International Management)
University of Siegen, Siegen, Germany
Hanna Schramm-Klein (Professor of Marketing)

Authors

Joachim Zentes
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Dirk Morschett
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Hanna Schramm-Klein
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Zentes, J., Morschett, D., Schramm-Klein, H. (2011). Instore Marketing. In: Strategic Retail Management. Gabler Verlag. https://doi.org/10.1007/978-3-8349-6740-4_14

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DOI: https://doi.org/10.1007/978-3-8349-6740-4_14
Publisher Name: Gabler Verlag
Print ISBN: 978-3-8349-2536-7
Online ISBN: 978-3-8349-6740-4
eBook Packages: Business and EconomicsBusiness and Management (R0)

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