Retail marketing and sales performance [electronic resource] : a definitive guide to optimizing service quality and sales effectiveness / Christoph Preuss.

Retail marketing and sales performance [electronic resource] : a definitive guide to optimizing service quality and sales effectiveness / Christoph Preuss.

9783658046309 (eBook)
3658046309 (eBook)
9783658046293
3658046295

Wiesbaden : Springer Gabler, [2014]

©2014

English

1 online resource (xxiv, 224 pages) : illustrations.

10.1007/978-3-658-04630-9 doi

HF5415 .P6575 2014eb

658.8

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.

Originally presented as the author's thesis, University of Bradford, School of Management, 2013.

Includes bibliographical references (pages [193]-207).

Access limited to authorized users.

Description based on online resource; title from PDF title page (SpringerLink, viewed January 6, 2014).

Gabler research.

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