商品簡介
"Retailing is the moment of truth in the capitalistic market system because the results of all the economic activity and economic gains are delivered to the consumer through retailing. If the economic system is creating consumer value, retailing is the main deliverer of it. Manufacturer's efforts either pay off or are wasted at this level of delivery. In this sense, retailing is the firing line for most marketing plans and managerial decisions as well as for consumer attempts to satisfy their needs and improve their quality of life. This book is for retailers who are entrepreneurial, independent and creative, and above all, capable of critically analyzing and explaining what is happening in the market in terms of economic changes, consumer needs, and communication networks. They analyze these and many other varieties and connect these changes to their own business. Thus, this book addresses decision makers who make a genuine attempt to give more to their customers and hence try to survive the retail jungle. This book is not a 'how to' book dealing with step-by-step recipes. Rather, it attempts to bring theory and practice together and, by doing so, give a boost to all retail practitioners. But, above all, the book addresses small and medium size retailers who are having a difficult time surviving the pressures of gigantic discounters and chains. This book, deals with small and medium sized retailers and provides directions on how to be more entrepreneurial and proactive, as well as how to create your owncompetitive advantage"--
作者簡介
A. Coskun (Josh) Samli is Research Professor of Marketing and International Business at the University of North Florida, USA. He is the author and co-author of almost 300 scholarly articles, 23 books, and 30 monographs. Samli has lectured extensively in Europe, Eastern Europe, the Middle East, Asia, and Oceania, and was very active in the Fulbright Commission.
