Abstract
Recent years have shown a slight reduction in the share of advertising that has been taken by the retail market, but it is an area that will continue to thrive, and is undoubtedly one of the most important elements of the retail marketing mix. Indeed, there are many indications that its importance will be even more greatly advanced in the next few years.
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Notes and References
‘Who will be advertising’s lucrative pacemakers of the future?’, Campaign, January 1986.
Rune Gustafson, Marketing Director, Fitch & Co.
‘Who will be advertising’s lucrative pacemakers of the future?’, Campaign, January, 1986.
Mintel, Retail Advertising, 1984.
Mintel, Retail Advertising, 1984.
J. de Somogyi and R. Hall, Retailing in the UK. Economy to 1990, Staniland Hall, 1984.
Journal of Marketing Management (Professor Michael Baker (ed.), Department of Marketing, University of Strathclyde); also feature in Financial Times, July 1985, by Christopher Parkes.
E. Morgan, ‘Marketing to Retailers’, in M. Rhines (ed.), Advertising Marketing Handbook, Gower 1981, 2nd edn.
John Hobson, in M. Rhines (ed.), Advertising Marketing Handbook.
Peter Doyle, ‘Broadening the concept of account planning’, ADMAP, March 1986.
D. Weller, Who buys? A Study of the Consumer, Pitner, 1974.
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© 1987 David Walters and David White
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Walters, D., White, D. (1987). Advertising in the Retail Marketing Mix. In: Retail Marketing Management. Palgrave, London. https://doi.org/10.1007/978-1-349-10666-0_9
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DOI: https://doi.org/10.1007/978-1-349-10666-0_9
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