Show simple item record

dc.contributor.authorDennis, Charlesen_US
dc.contributor.authorFenech, Tinoen_US
dc.contributor.authorMerrilees, Billen_US
dc.contributor.editorProfessor John Fernieen_US
dc.date.accessioned2017-05-03T13:28:41Z
dc.date.available2017-05-03T13:28:41Z
dc.date.issued2005en_US
dc.date.modified2009-12-16T07:12:10Z
dc.identifier.issn09590552en_US
dc.identifier.doi10.1108/09590550510588352en_AU
dc.identifier.urihttp://hdl.handle.net/10072/27639
dc.description.abstractPurpose - The "4Ps" of the marketing mix have long been popular with students, tutors, trainers and practitioners as a learning and teaching aid. The purpose of this paper is to present an equivalent tool for retail and e-retail: "Sale the 7Cs". Design/methodology/approach - The approach is by reference to and synthesis of other authors' versions of the marketing, retail and e-retail mixes, distilled into a simplified framework. Findings - The findings or outcome of the study are summarised into a framework that has seven components, linked by the "C" mnemonic. Starting with C1 for convenience; the framework also includes C2 for customer value and benefit, C3 for cost to the customer, C4 for computing and category management, C5 for customer franchise, C6 for customer care and service and C7 for communication and customer relationships. This simplified mnemonic is new for (e-)retail. Originality/value - Mini case examples are used to illustrate the applicability. These have a practical value for trainers and educators as specimen answers to activity exercises. Retailers may find the convenient 7Cs structure useful when planning strategies and tactics.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherEmeralden_US
dc.publisher.placeUnited Kingdomen_US
dc.publisher.urihttp://www.emeraldinsight.com/0959-0552.htmen_AU
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofpagefrom179en_US
dc.relation.ispartofpageto193en_US
dc.relation.ispartofissue3en_US
dc.relation.ispartofjournalInternational Journal of Retail & Distribution Managementen_US
dc.relation.ispartofvolume33en_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchcode350205en_US
dc.titleSale the 7 Cs: teaching/training aid for the (e-)retail mixen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.date.issued2005
gro.hasfulltextNo Full Text


Files in this item

FilesSizeFormatView

There are no files associated with this item.

This item appears in the following Collection(s)

  • Journal articles
    Contains articles published by Griffith authors in scholarly journals.

Show simple item record