IDEAS home Printed from https://ideas.repec.org/a/igg/jsodit/v5y2016i2p66-78.html
   My bibliography  Save this article

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

Author

Listed:
  • Kijpokin Kasemsap

    (Suan Sunandha Rajabhat University, Bangkok, Thailand)

Abstract

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.

Suggested Citation

  • 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
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJSODIT.2016070106
    Download Restriction: no

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jsodit:v:5:y:2016:i:2:p:66-78. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journal Editor). General contact details of provider: https://www.igi-global.com .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.