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A New Approach To Retail Marketing – Ways Of Services Marketing


  • Stefan-Alexandru CATANA

    (The Bucharest University of Economic Studies)


This paper approaches a topic discussed in marketing literature, in the context of global changes and modern ways of retailing. Nowadays, as a retailer, it is very important to be in line with the customer needs and with their aspirations to be competitive on the market. Starting from this aspect, the article presents some points of view to the effect that retailing must be treated in terms of services marketing. The paper highlights that retailing must be treated as a process and as a sequence of inter-related, intangible, variable and inseparable activities resulting in a certain benefit for the customer, not only as a process of selling goods.

Suggested Citation

  • Stefan-Alexandru CATANA, 2019. "A New Approach To Retail Marketing – Ways Of Services Marketing," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 19, pages 75-77, May.
  • Handle: RePEc:cmj:seapas:y:2019:i:19:p:75-77

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    Cited by:

    1. Stefan-Alexandru CATANA & Sorin-George TOMA, 2022. "Basics Of Marketing Simulations ? Markstrat Simulator," Management Strategies Journal, Constantin Brancoveanu University, vol. 56(2), pages 224-229.
    2. Ștefan Catană & Sorin-George Toma & Cătălin Grădinaru & Adrian Iordache, 2020. "The reflection of retail marketing strategies in advertising catalogues," Manager Journal, Faculty of Business and Administration, University of Bucharest, vol. 31(1), pages 16-23, December.
    3. Stefan-Alexandru Catana & Sorin-George Toma, 2021. "Service Quality Models As Customers Satisfaction Tools," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 5, pages 241-245, October.

    More about this item


    Retailing; Services marketing; Retail marketing;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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