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Retail Marketing Strategies and Brand Management: A Global Retail Industry Perspective


  • Kijpokin Kasemsap

    (Suan Sunandha Rajabhat University, Bangkok, Thailand)


This article aims to provide a critical review of the published literature related to retail marketing strategies and brand management in the global retail industry. The literature review covers the overview of marketing strategies; retail marketing strategies and technological utilization; international retail marketing strategies in the global retail industry; retail marketing strategies and internationalization; the challenges of retail marketing strategies in the fashion retail industry; the overview of brand management; and the significance of brand management in the global retail industry. Effective marketing is necessary to compete in the ever-growing worldwide retail industry sector. The improved retail profits are within reach with the purposeful retail marketing strategies. Brand management means defining the brand, positioning the brand, and delivering the brand. The literature review analysis provides both practitioners and researchers an important understanding about retail marketing strategies and brand management in the global retail industry.

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  • Kijpokin Kasemsap, 2016. "Retail Marketing Strategies and Brand Management: A Global Retail Industry Perspective," International Journal of Social and Organizational Dynamics in IT (IJSODIT), IGI Global, vol. 5(2), pages 66-78, July.
  • Handle: RePEc:igg:jsodit:v:5:y:2016:i:2:p:66-78

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