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Marketing and management of the retail company
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Publisher: Editura Universitară
Author: Anca Popescu, Marius Balasescu, Simona Balasescu
Edition: I
Pages: 388
Publisher year: 2024
ISBN: 978-606-28-1901-9
DOI: 10.5682/9786062819019
Product Code:
9786062819019
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Marketing and management of the retail company
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MARIUS BALASESCU
ANCA POPESCU
SIMONA BALASESCU
ANCA POPESCU
SIMONA BALASESCU
Marketing, management and retail are three interconnected elements that define success in today's marketplace. In an increasingly competitive and dynamic economic context, these disciplines not only complement each other, but also provide a solid framework for understanding consumer preferences, purchasing behaviors and developing effective market strategies. At the same time, management plays an essential role in organizing and optimizing retail processes, ensuring the coordination of logistics, distribution and human resources, in order to meet dynamic market demands and maintain consumer satisfaction.
This paper aims to explore this connection and provide a detailed analysis of how marketing can influence retail and vice versa.
This introduction aims to provide an overview of the chapters and themes explored in detail throughout the book, highlighting the importance of modern marketing and effective management practices in the development and success of retail businesses.
Chapter 1: Specific Elements of Consumer Goods Distribution
This chapter explores the fundamental characteristics of consumer goods, describing the main defining aspects and the market for these products. The authors analyze the role and importance of efficient distribution, the functions it performs within the supply chain, as well as the diversity of available distribution channels. The chapter emphasizes the complexity of logistics and the impact of modern technologies in streamlining the distribution process.
Chapter 2: Typology of Retail Firms
This chapter presents the basic concepts, evolution and trends in retail, followed by a classification of the types of retailers.
Chapter 3: Online Distribution of Consumer Goods
The chapter examines the differences between online and offline distribution, explaining the particularities of the digital channel. The evolution of e-commerce and the online supply chain is discussed, highlighting the role of marketing, online promotion strategies and logistical challenges in this context.
Chapter 4: Marketing the Retail Firm
This chapter delves into the marketing policies and strategies applied in retail, including specific aspects of the marketing mix and the importance of digitalization in human resource strategy. It also discusses the influences of social changes, globalization, and the online environment on market strategies and purchasing behavior.
Chapter 5: Marketing Information in Retail
In this chapter, the authors define marketing information and analyze the information systems used in retail to study the market. The process of collecting and using market data is detailed, highlighting the importance of accurate information in the development and implementation of retail strategies.
Chapter 6: Studying Retail Consumer Behavior
The chapter deals with key aspects of consumer behavior, including influencing factors, types of purchasing decisions, and changes brought about by the digital age. Barriers to online shopping are analyzed and insights are provided on the structuring of consumer behavior, adapted to market trends.
Chapter 7: Brand Building in Retail
This chapter discusses the essential aspects of building a strong brand in retail, taking into account the fragmentation of markets and media channels. It focuses on the role of artificial intelligence in brand building and brand strategies, which help retailers strengthen their position in the market.
Chapter 8: Marketing Innovation and New Technologies in Retail
The chapter explores the impact of innovation and new technologies on retail marketing, analyzing future trends such as virtual reality, artificial intelligence, and blockchain. The authors highlight the changes that innovation brings to the strategy and internal organization of retail firms.
Chapter 9: Managing the Retail Firm
Here, the authors present the fundamental concepts of retail management, including the dimensions, functions, and principles of management. The essential components of the management system and its importance in the optimal functioning of retail firms are detailed.
Chapter 10: Managing the Distribution of Consumer Goods
This chapter analyzes the essential characteristics of distribution and channel organization, emphasizing the role of management in coordinating and developing an efficient distribution system. Customer service strategies are discussed, with an emphasis on total quality and consumer satisfaction.
Chapter 11: Logistics Management of Retail Companies
The chapter addresses the fundamental logistics activities in retail, highlighting the current changes and trends in the field of logistics in Romania. The strategies and logistics mix necessary for optimizing processes and adapting to market requirements are presented.
Chapter 12: Case Study: Using Marketing Information in Management Decisions for the Development of Short Supply Chains and Specific Promotion Activities
The final chapter presents a case study focused on the use of marketing information for management decisions, investigating the opportunities for the development of short supply chains.
In conclusion, this paper provides an overview of the challenges and opportunities in the retail industry, highlighting the importance of efficient distribution and the use of modern technologies to remain competitive. The emphasis is on the importance of an integrated approach, involving both logistics innovations and well-founded marketing strategies to meet the constantly changing needs of consumers.
This paper aims to explore this connection and provide a detailed analysis of how marketing can influence retail and vice versa.
This introduction aims to provide an overview of the chapters and themes explored in detail throughout the book, highlighting the importance of modern marketing and effective management practices in the development and success of retail businesses.
Chapter 1: Specific Elements of Consumer Goods Distribution
This chapter explores the fundamental characteristics of consumer goods, describing the main defining aspects and the market for these products. The authors analyze the role and importance of efficient distribution, the functions it performs within the supply chain, as well as the diversity of available distribution channels. The chapter emphasizes the complexity of logistics and the impact of modern technologies in streamlining the distribution process.
Chapter 2: Typology of Retail Firms
This chapter presents the basic concepts, evolution and trends in retail, followed by a classification of the types of retailers.
Chapter 3: Online Distribution of Consumer Goods
The chapter examines the differences between online and offline distribution, explaining the particularities of the digital channel. The evolution of e-commerce and the online supply chain is discussed, highlighting the role of marketing, online promotion strategies and logistical challenges in this context.
Chapter 4: Marketing the Retail Firm
This chapter delves into the marketing policies and strategies applied in retail, including specific aspects of the marketing mix and the importance of digitalization in human resource strategy. It also discusses the influences of social changes, globalization, and the online environment on market strategies and purchasing behavior.
Chapter 5: Marketing Information in Retail
In this chapter, the authors define marketing information and analyze the information systems used in retail to study the market. The process of collecting and using market data is detailed, highlighting the importance of accurate information in the development and implementation of retail strategies.
Chapter 6: Studying Retail Consumer Behavior
The chapter deals with key aspects of consumer behavior, including influencing factors, types of purchasing decisions, and changes brought about by the digital age. Barriers to online shopping are analyzed and insights are provided on the structuring of consumer behavior, adapted to market trends.
Chapter 7: Brand Building in Retail
This chapter discusses the essential aspects of building a strong brand in retail, taking into account the fragmentation of markets and media channels. It focuses on the role of artificial intelligence in brand building and brand strategies, which help retailers strengthen their position in the market.
Chapter 8: Marketing Innovation and New Technologies in Retail
The chapter explores the impact of innovation and new technologies on retail marketing, analyzing future trends such as virtual reality, artificial intelligence, and blockchain. The authors highlight the changes that innovation brings to the strategy and internal organization of retail firms.
Chapter 9: Managing the Retail Firm
Here, the authors present the fundamental concepts of retail management, including the dimensions, functions, and principles of management. The essential components of the management system and its importance in the optimal functioning of retail firms are detailed.
Chapter 10: Managing the Distribution of Consumer Goods
This chapter analyzes the essential characteristics of distribution and channel organization, emphasizing the role of management in coordinating and developing an efficient distribution system. Customer service strategies are discussed, with an emphasis on total quality and consumer satisfaction.
Chapter 11: Logistics Management of Retail Companies
The chapter addresses the fundamental logistics activities in retail, highlighting the current changes and trends in the field of logistics in Romania. The strategies and logistics mix necessary for optimizing processes and adapting to market requirements are presented.
Chapter 12: Case Study: Using Marketing Information in Management Decisions for the Development of Short Supply Chains and Specific Promotion Activities
The final chapter presents a case study focused on the use of marketing information for management decisions, investigating the opportunities for the development of short supply chains.
In conclusion, this paper provides an overview of the challenges and opportunities in the retail industry, highlighting the importance of efficient distribution and the use of modern technologies to remain competitive. The emphasis is on the importance of an integrated approach, involving both logistics innovations and well-founded marketing strategies to meet the constantly changing needs of consumers.
This paper aims to explore an extremely dynamic and important field for the contemporary economy – retail trade and efficient distribution management. In a globalized world, constantly changing, the challenges and opportunities in the retail sector are evolving rapidly, causing both manufacturers and retailers to adjust their strategies to remain competitive. Thus, the need to better understand how the internal mechanisms of this sector work becomes essential.
The paper addresses multiple facets of retail trade and distribution, offering both a solid theoretical perspective and relevant practical examples and case studies to highlight the concepts presented. From the role of logistics in efficient resource management to understanding consumer behavior, each chapter is structured to provide the reader not only with useful information, but also with tools that they can apply in the business environment.
In particular, the book emphasizes that integrating the logistics function with the other departments of an organization – marketing, production and sales – is the key to achieving a sustainable competitive advantage. In an era marked by digitalization and technological innovation, optimizing the supply chain and using data efficiently become imperative. In this sense, the volume emphasizes the importance of adopting advanced technological solutions to promptly respond to market demands, either through inventory management or by automating delivery processes.
Another significant dimension addressed is the importance of understanding changes in consumer behavior. In the current context, where buyer preferences are influenced by a multitude of factors – technological, cultural, economic –, retail companies must always be prepared to adapt and personalize their offer. Therefore, market research and behavioral data analysis become indispensable tools to anticipate trends and to offer products and services tailored to the real needs of consumers.
The chapters of this book are structured to provide a complete view of how retail works. The reader is guided through a journey that begins with the basics of distribution and continues with the exploration of market research methods, modern marketing techniques and solutions for optimizing logistics flows. Finally, the case studies presented illustrate how the theory is applied in practice, offering concrete examples of success from the industry.
This book is addressed to both students and specialists in the field of marketing and commerce, as well as managers who want to better understand how they can optimize their operations and create value for their customers. The intention is to provide a useful and up-to-date guide, which will support well-founded strategic decision-making in an increasingly complex and competitive market.
Prof. dr. ec. Dana Boșcor
Faculty of Economic Sciences and Business Administration
Transilvania University of Brașov
The paper addresses multiple facets of retail trade and distribution, offering both a solid theoretical perspective and relevant practical examples and case studies to highlight the concepts presented. From the role of logistics in efficient resource management to understanding consumer behavior, each chapter is structured to provide the reader not only with useful information, but also with tools that they can apply in the business environment.
In particular, the book emphasizes that integrating the logistics function with the other departments of an organization – marketing, production and sales – is the key to achieving a sustainable competitive advantage. In an era marked by digitalization and technological innovation, optimizing the supply chain and using data efficiently become imperative. In this sense, the volume emphasizes the importance of adopting advanced technological solutions to promptly respond to market demands, either through inventory management or by automating delivery processes.
Another significant dimension addressed is the importance of understanding changes in consumer behavior. In the current context, where buyer preferences are influenced by a multitude of factors – technological, cultural, economic –, retail companies must always be prepared to adapt and personalize their offer. Therefore, market research and behavioral data analysis become indispensable tools to anticipate trends and to offer products and services tailored to the real needs of consumers.
The chapters of this book are structured to provide a complete view of how retail works. The reader is guided through a journey that begins with the basics of distribution and continues with the exploration of market research methods, modern marketing techniques and solutions for optimizing logistics flows. Finally, the case studies presented illustrate how the theory is applied in practice, offering concrete examples of success from the industry.
This book is addressed to both students and specialists in the field of marketing and commerce, as well as managers who want to better understand how they can optimize their operations and create value for their customers. The intention is to provide a useful and up-to-date guide, which will support well-founded strategic decision-making in an increasingly complex and competitive market.
Prof. dr. ec. Dana Boșcor
Faculty of Economic Sciences and Business Administration
Transilvania University of Brașov
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