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  • In-store marketing: a strategic perspective

    Author(s)
    Oly Ndubisi, N
    Fam, KS
    Merrilees, B
    Richard, JE
    Jozsa, L
    li, Y
    Krisjanous, J
    Griffith University Author(s)
    Merrilees, Bill J.
    Year published
    2011
    Metadata
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    Abstract
    Abstract Purpose - The purpose of this paper is to examine two key dimensions of in-store marketing, namely in-store promotions and price markdowns. These seem to be the two most important aspects of in-store marketing, though other dimensions such as retail personal service are also worthy of study. Design/methodology/approach - A sample of 287 New Zealand clothing and shoe retailers was studied. Survey questions included the perceived importance of in-store promotions and price markdowns. The aim was to explain these perceptions in terms of marketing strategies, threat of competition and environmental uncertainty. ...
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    Abstract Purpose - The purpose of this paper is to examine two key dimensions of in-store marketing, namely in-store promotions and price markdowns. These seem to be the two most important aspects of in-store marketing, though other dimensions such as retail personal service are also worthy of study. Design/methodology/approach - A sample of 287 New Zealand clothing and shoe retailers was studied. Survey questions included the perceived importance of in-store promotions and price markdowns. The aim was to explain these perceptions in terms of marketing strategies, threat of competition and environmental uncertainty. Findings - The results indicate that a discount marketing strategy, environmental uncertainty and emphasis on price-promotions are key to explaining retailers' perceptions and use of specific in-store marketing activities. In addition, seven key marketing activities were found to distinguish high- and low-performance retailers with respect to in-store promotions. Practical implications - The study has highlighted strategic aspects of in-store marketing, by focusing on two key components of in-store marketing, namely in-store promotion and price markdowns. The findings should provide much needed advice to retailers on the use of sales promotion tools in different environmental settings. Originality/value - This paper should prove valuable to academic researchers and retailing managers (particularly to those in smaller countries), owner-operated retail outlets, and chain stores.
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    Journal Title
    Asia Pacific Journal of Marketing and Logistics
    Volume
    23
    Issue
    2
    DOI
    https://doi.org/10.1108/13555851111120470
    Subject
    Marketing Communications
    Marketing
    Tourism
    Transportation and Freight Services
    Publication URI
    http://hdl.handle.net/10072/42496
    Collection
    • Journal articles

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