Retail Marketing Strategies and Brand Management

2019 ◽  
pp. 1412-1427 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Literature Review ◽  
Critical Review ◽  
Brand Management ◽  
Marketing Strategies ◽  
Retail Industry ◽  
Brand Positioning ◽  
Industry Sector ◽  
Review Analysis ◽  
Fashion Retail ◽  
Retail Marketing

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.

Retail Marketing Strategies and Brand Management

2016 ◽  
Vol 5 (2) ◽  
pp. 66-78 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Literature Review ◽  
Critical Review ◽  
Brand Management ◽  
Marketing Strategies ◽  
Retail Industry ◽  
Brand Positioning ◽  
Industry Sector ◽  
Review Analysis ◽  
Fashion Retail ◽  
Retail Marketing

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.

The Roles of Corporate Marketing Strategies and Brand Management in the Global Retail Industry

2015 ◽  
pp. 310-339 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Marketing Strategy ◽  
Business Performance ◽  
Brand Management ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Retail Industry ◽  
Global Business ◽  
Corporate Marketing ◽  
Retail Marketing ◽  
The Relationship

This chapter explores the roles of corporate marketing strategies and brand management in the global retail industry, thus describing the concepts of marketing strategy, international retail marketing strategy, retail marketing mix, and internationalization; the relationship between corporate marketing strategies and internationalization; the challenges of retail marketing mix in the fashion retail industry; the overview of brand management; and the significance of brand management in the global retail industry. The implementation of corporate marketing strategies and brand management is critical for modern organizations that seek to serve suppliers and customers, increase business performance, strengthen competitiveness, and achieve continuous success in global business. Therefore, it is necessary for modern organizations to examine their corporate marketing strategies and brand management applications, create a strategic plan to regularly check their practical advancements, and rapidly respond to the corporate marketing strategies and brand management needs of customers in the global retail industry.

The Roles of Corporate Marketing Strategies and Brand Management in the Global Retail Industry

2017 ◽  
pp. 294-325
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Marketing Strategy ◽  
Business Performance ◽  
Brand Management ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Retail Industry ◽  
Global Business ◽  
Corporate Marketing ◽  
Retail Marketing ◽  
The Relationship

This chapter explores the roles of corporate marketing strategies and brand management in the global retail industry, thus describing the concepts of marketing strategy, international retail marketing strategy, retail marketing mix, and internationalization; the relationship between corporate marketing strategies and internationalization; the challenges of retail marketing mix in the fashion retail industry; the overview of brand management; and the significance of brand management in the global retail industry. The implementation of corporate marketing strategies and brand management is critical for modern organizations that seek to serve suppliers and customers, increase business performance, strengthen competitiveness, and achieve continuous success in global business. Therefore, it is necessary for modern organizations to examine their corporate marketing strategies and brand management applications, create a strategic plan to regularly check their practical advancements, and rapidly respond to the corporate marketing strategies and brand management needs of customers in the global retail industry.

Optimization of Fast Fashion Retail Supply Chain Processes: Overall Literature Review and Future Research Challenges

2019 ◽  
Vol 45 ◽  
pp. 205-220
Author(s):  
Naila Fares ◽  
Maria Lebbar
Keyword(s):  
Supply Chain ◽  
Literature Review ◽  
Process Engineering ◽  
Future Research ◽  
Fast Fashion ◽  
Chain Processes ◽  
Research Challenges ◽  
Review Analysis ◽  
Fashion Retail

Fast fashion trends are changing in nonstop. Brands are consequently faced to big challenges. Processes must be fluent, while costs must be optimized within all the constraints. This article is a literature review, about the fast fashion process engineering challenges, from production to retail. We explore a review analysis of the main problematic nodes, of the whole chain, that retailers focus on to improve their productivity and profit. We examine the literature review of solutions proposed to these problems. Finally we propose the untapped fields, and the potential research scopes to work on in future.

The links between territorial marketing, regional sustainability policies and the brand positioning of a small firm: An analysis of best practice in the dairy sector

2017 ◽  
pp. 149-172
Author(s):  
Umberto Martini ◽  
Federica Buffa
Keyword(s):  
Best Practice ◽  
Brand Management ◽  
Marketing Strategies ◽  
Research Approach ◽  
Brand Positioning ◽  
Business Organisation ◽  
Territorial Marketing ◽  
Relevant Case ◽  
Sector Integration

Territorial marketing strategies can be oriented towards sustainability in the agro-alimentary sector. This contribution presents and discusses a relevant case, analysing the marketing strategies that businesses, leveraging on their distinctive location, can pursue to create value for both themselves and their territory. The research approach was qualitative, involving a case study which included desk analysis and personal interviews with key actors in the dairy sector of an Alpine area. The study highlights the opportunities offered by differentiation strategies based on inter-sector integration, describing marketing and brand management choices, and underlining the importance of business organisation and governance in the creation of competitive advantage.

scholarly journals Human-Centered Artificial Intelligence for Designing Accessible Cultural Heritage

2021 ◽  
Vol 11 (2) ◽  
pp. 870
Author(s):  
Galena Pisoni ◽  
Natalia Díaz-Rodríguez ◽  
Hannie Gijlers ◽  
Linda Tonolli
Keyword(s):  
Artificial Intelligence ◽  
Literature Review ◽  
Cultural Heritage ◽  
Conceptual Framework ◽  
Interaction Design ◽  
Participatory Design ◽  
Future Directions ◽  
Heritage Sites ◽  
Review Analysis

This paper reviews the literature concerning technology used for creating and delivering accessible museum and cultural heritage sites experiences. It highlights the importance of the delivery suited for everyone from different areas of expertise, namely interaction design, pedagogical and participatory design, and it presents how recent and future artificial intelligence (AI) developments can be used for this aim, i.e.,improving and widening online and in situ accessibility. From the literature review analysis, we articulate a conceptual framework that incorporates key elements that constitute museum and cultural heritage online experiences and how these elements are related to each other. Concrete opportunities for future directions empirical research for accessibility of cultural heritage contents are suggested and further discussed.

Crisis or opportunity: Marks and Spencer’s tryst with Indian retail

2020 ◽  
Vol 16 (6) ◽  
pp. 671-690
Author(s):  
Arunima Rana ◽  
Ravi Shankar
Keyword(s):  
Decision Making ◽  
International Business ◽  
Brand Management ◽  
Secondary Data ◽  
Business Environment ◽  
Special Focus ◽  
Retail Sector ◽  
Content Type ◽  
Competitor Analysis ◽  
Fashion Retail

Research methodology The case is written using secondary data sources (namely, research documents, press information, journal articles and published interviews). Publicly declared company information has further been leveraged to augment case facts. All information sources have been duly acknowledged in the reference section. Case overview/synopsis The case is written in the backdrop of COVID-19 pandemic and its effect on the Indian retail industry, revolving around scenarios in which a multinational retailer has to decide on its long- and short-term strategy in such an economic crisis. The case story has been developed around Marks and Spencer’s retail venture in the Indian market. With the COVID-19 pandemic impacting business at various levels, with countries moving to lock down and economies shrinking to recessionary levels, one of the worst affected sectors is retail. The teaching case builds upon Mark and Spencer’s initial decision of not entering and extending its food/grocery business in India. While it remained a dominant player in Indian fashion retail for almost two decades, it needs to re-think its decision of entering food retail owing to a pandemic situation affecting its offline sales/store footfall and increasing competition from global fashion brands such as Zara and H&M that had flooded the Indian fashion retail sector. The case provides a context for students to perform environmental factor and competitor analysis for a sector, with special focus on decision making in a changing crisis scenario. Complexity academic level This case could be used in undergraduate and MBA classroom programme, across subjects such as retail management, marketing management, international business, international business environment and strategic business management. This case fits while discussing topics such as business environmental factors, competitor analysis, decision-making under crisis, market entry decision, omnichannel retail strategy, consumer behaviour and brand management.

scholarly journals Use of Electronic Health Record Tools to Facilitate and Audit Infliximab Prescribing

2018 ◽  
Vol 23 (1) ◽  
pp. 18-25
Author(s):  
Bethany R. Sharpless ◽  
Fernando del Rosario ◽  
Zarela Molle-Rios ◽  
Elora Hilmas
Keyword(s):  
Literature Review ◽  
Electronic Health Record ◽  
National Survey ◽  
Free Text ◽  
Health Record ◽  
Order Information ◽  
Text Data ◽  
Review Analysis ◽  
Electronic Health ◽  
Implementation Data

OBJECTIVES The objective of this project was to assess a pediatric institution's use of infliximab and develop and evaluate electronic health record tools to improve safety and efficiency of infliximab ordering through auditing and improved communication. METHODS Best use of infliximab was defined through a literature review, analysis of baseline use of infliximab at our institution, and distribution and analysis of a national survey. Auditing and order communication were optimized through implementation of mandatory indications in the infliximab orderable and creation of an interactive flowsheet that collects discrete and free-text data. The value of the implemented electronic health record tools was assessed at the conclusion of the project. RESULTS Baseline analysis determined that 93.8% of orders were dosed appropriately according to the findings of a literature review. After implementation of the flowsheet and indications, the time to perform an audit of use was reduced from 60 minutes to 5 minutes per month. Four months post implementation, data were entered by 60% of the pediatric gastroenterologists at our institution on 15.3% of all encounters for infliximab. Users were surveyed on the value of the tools, with 100% planning to continue using the workflow, and 82% stating the tools frequently improve the efficiency and safety of infliximab prescribing. CONCLUSIONS Creation of a standard workflow by using an interactive flowsheet has improved auditing ability and facilitated the communication of important order information surrounding infliximab. Providers and pharmacists feel these tools improve the safety and efficiency of infliximab ordering, and auditing data reveal that the tools are being used.

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