The Environment of Retail Marketing

  • David Walters
  • David White
Chapter

Abstract

That business operates in an increasingly dynamic environment is no longer an issue, nor are the major elements of the business environment. These are being discussed at length in the literature and we shall return to them. Successful marketing, however, is based upon the creative interpretation of environmental change. The evidence of the market place suggests that the very successful companies are those that apply their skills and expertise in identifying opportunities well ahead of their competitors and translating them into commercial opportunity early enough to develop a strong presence with the consumer.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Notes and References

  1. 1.
    D. Knee, and D. Walters, ‘Competing Successfully in a Dynamic World, Retail and Distribution Management, March–April 1985.Google Scholar
  2. 2.
    D. Gowler and D. Walters, unpublished paper, Templeton College, Oxford.Google Scholar
  3. 3.
    Business International Research Report 1983, EDC, 1984.Google Scholar
  4. 4.
    B. Martin, A Sociology of Contemporary Cultural Change, Blackwell, 1981.Google Scholar
  5. 5.
    B. Polan, ‘The postman and the peacocks’, Guardian, 30 August 1984.Google Scholar
  6. 6.
    S. Menks, ‘The Peacock Male’, The Times, 21–24 January 1984.Google Scholar
  7. 7.
    ‘States Secrets’, The Times, 12 January 1985.Google Scholar
  8. 8.
    ‘Economic Review’, CMM, March 1984.Google Scholar
  9. 9.
    Review of the Economy and Employment, University of Warwick Institute for Employment Research, Summer 1983.Google Scholar
  10. 10.
    Business International Research Report 1983, EDC, 1984.Google Scholar
  11. 11.
    A. Halsey, Change in British Society, Oxford University Press, 1980 (3rd edn 1986).Google Scholar
  12. 12.
    See Henley Centre reports.Google Scholar

Copyright information

© David Walters and David White 1987

Authors and Affiliations

  • David Walters
    • 1
    • 2
  • David White
    • 1
  1. 1.Templeton CollegeOxfordUK
  2. 2.Oxford Institute of Retail ManagementUK

Personalised recommendations