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Marketing communication strategies for supermarkets: Retail marketing communication

Ngugi Peter

ISBN 10: 3846503142 / ISBN 13: 9783846503140
Published by LAP LAMBERT Academic Publishing, 2011
Condition: Good Soft cover
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Bibliographic Details

Title: Marketing communication strategies for ...

Publisher: LAP LAMBERT Academic Publishing

Publication Date: 2011

Binding: Paperback

Book Condition: Good

About this title


Retail sales is a major economic activity in all world economies and has advance from the street vendor, the grocery store to the supermarkets and hypermarkets.In the globalized market where the offer of the various products and services that are the requirements of modern daily requirements, the scramble to attract and retain customers is highly competitive.Marketing communication is therefore a premier ingredient in the business art of retail business.While working at Metro Cash & Cary a South African retail supermarket chain, at Eldoret in Kenya, this area of marketing communication was the main activity in the merchandising effort.Retailers have to use innovation in their efforts to reach out to customers for their success in retail sales. In researching and proposing the various approaches that different methods that different retail supermarkets use, this book attempts to help those in retail business to employ modern marketing to attract customers

About the Author:

The author is currently the Business Development and Consultancy Services Manager at Kenya Utalii College, a premier institution in hospitality and tourism training. He received his Bsc from the University of Nairobi and MBA from Moi University. He has worked majorly in sales and marketing before joining training and consultancy.

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