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

Preuss, Christoph

 
9783658046293: Retail Marketing and Sales Performance: A Definitive Guide to Optimizing Service Quality and Sales Effectiveness
Softcover
ISBN 10: 3658046295 ISBN 13: 9783658046293
Publisher: Springer Gabler, 2013

Synopsis

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.

"synopsis" may belong to another edition of this title.

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.

From the Back Cover

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.

"About this title" may belong to another edition of this title.

Publisher
Springer Gabler
Publication date
2013
Language
English
ISBN 10 
3658046295
ISBN 13 
9783658046293
Binding
Paperback
Number of pages
248