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

机译:零售营销策略和品牌管理:全球零售行业的角度

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摘要

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.
机译:本文旨在对与全球零售行业中的零售营销策略和品牌管理相关的已发表文献进行严格审查。文献综述涵盖了营销策略的概述;零售营销策略和技术利用;全球零售业的国际零售营销策略;零售营销策略和国际化;时装零售业中零售营销策略的挑战;品牌管理概述;以及品牌管理在全球零售行业中的意义。有效的营销对于在不断发展的全球零售行业中进行竞争必不可少。有目的的零售营销策略可以提高零售利润。品牌管理意味着定义品牌,定位品牌并交付品牌。文献综述分析为从业人员和研究人员提供了有关全球零售行业中零售营销策略和品牌管理的重要理解。

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