Abstract
Marketing communication is an important element of the retail marketing mix and involves all instruments and activities used to communicate with the customer. While retailers’ marketing communication focuses on customers, notably on consumers, market communication or corporate communication targets all stakeholders, i. e., shareholders, suppliers, trade unions, non-profit organisations, employees, etc., and includes public relations or corporate affairs, among others. This chapter focuses on marketing communication and describes the wide and growing range of media and communication elements and the importance of building an integrated retail marketing communication strategy.
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Notes
- 1.
In addition to the explicitly cited sources, sources used for this case study include the website http://www.coop.ch, press releases and various annual and CSR reports.
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Zentes, J., Morschett, D., Schramm-Klein, H. (2017). Marketing Communication. In: Strategic Retail Management. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10183-1_14
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