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Retail Marketing and Sales Performance

A Definitive Guide to Optimizing Service Quality and Sales Effectiveness

Authors: Preuss, Christoph

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  • Study in the field of economic sciences

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About this book

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.

About the authors

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.

Table of contents (5 chapters)

Table of contents (5 chapters)

Buy this book

eBook $69.99
price for USA
  • ISBN 978-3-658-04630-9
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $89.99
price for USA
  • ISBN 978-3-658-04629-3
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
  • Usually ready to be dispatched within 3 to 5 business days.

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Bibliographic Information

Bibliographic Information
Book Title
Retail Marketing and Sales Performance
Book Subtitle
A Definitive Guide to Optimizing Service Quality and Sales Effectiveness
Authors
Copyright
2014
Publisher
Gabler Verlag
Copyright Holder
Springer Fachmedien Wiesbaden
eBook ISBN
978-3-658-04630-9
DOI
10.1007/978-3-658-04630-9
Softcover ISBN
978-3-658-04629-3
Edition Number
1
Number of Pages
XXIV, 224
Number of Illustrations
24 b/w illustrations
Topics

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