Please use this identifier to cite or link to this item:
|Title:||Sale the seven Cs: Teaching/training aid for the (e-)retail mix|
|Keywords:||Retail mix;e-retail mix;e-tail mix;(e-)retail mix;(e-)tail mix|
|Citation:||International Journal of Retail & Distribution Management. 33(3): 179-193|
|Abstract:||The ‘4Ps’ of the marketing mix have long been popular with students, tutors, trainers and practitioners as a learning and teaching aid. The purpose of this paper is to present an equivalent tool for retail and e-retail: ‘Sale the 7Cs’. The approach is by reference to other authors’ versions of the marketing, retail and e-retail mixes, distilled into a simplified framework: C1 Convenience; C2 Customer value and benefit; C3 Cost to the customer; C4 Computing and category management; C5 Customer franchise; C6 Customer care and service; C7 Communication and customer relationships. This simplified mnemonic is new for (e-)retail. Mini case examples are used to illustrate the applicability. These have a practical value for trainers and educators as specimen answers to activity exercises. Retailers may find the convenient 7Cs structure useful when planning strategies and tactics.|
|Appears in Collections:||Marketing|
Brunel Business School Research Papers
Items in BURA are protected by copyright, with all rights reserved, unless otherwise indicated.