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Retail Marketing and Sales Performance

A Definitive Guide to Optimizing Service Quality and Sales Effectiveness

  • Book
  • © 2014

Overview

Authors:
  1. Christoph Preuss

    1. School of Management, Bradford University, Bradford, United Kingdom

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  • Study in the field of economic sciences

  • Includes supplementary material: sn.pub/extras

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Table of contents (5 chapters)

  1. Front Matter

    Pages I-XXIV
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  2. Introduction

    • Christoph Preuss
    Pages 1-17

  3. Retail marketing, concepts and research model

    • Christoph Preuss
    Pages 19-48

  4. Methodology and methods

    • Christoph Preuss
    Pages 49-88

  5. Results

    • Christoph Preuss
    Pages 89-162

  6. Discussion of results

    • Christoph Preuss
    Pages 163-191

  7. Back Matter

    Pages 193-224
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Keywords

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.

Authors and Affiliations

  • School of Management, Bradford University, Bradford, United Kingdom

    Christoph Preuss

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.

Bibliographic Information

  • Book Title: Retail Marketing and Sales Performance

  • Book Subtitle: A Definitive Guide to Optimizing Service Quality and Sales Effectiveness

  • Authors: Christoph Preuss

  • DOI: https://doi.org/10.1007/978-3-658-04630-9

  • Publisher: Springer Gabler Wiesbaden

  • eBook Packages: Business and Economics, Business and Management (R0)

  • Copyright Information: Springer Fachmedien Wiesbaden 2014

  • Softcover ISBN: 978-3-658-04629-3Published: 27 December 2013

  • eBook ISBN: 978-3-658-04630-9Published: 30 December 2013

  • Edition Number: 1

  • Number of Pages: XXIV, 224

  • Number of Illustrations: 24 b/w illustrations

  • Topics: Marketing, Management, Sales/Distribution

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