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DC Field | Value | Language |
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dc.contributor.author | Dennis, C | - |
dc.contributor.author | Fenech, T | - |
dc.contributor.author | Merrilees, B | - |
dc.coverage.spatial | 17 | en |
dc.date.accessioned | 2009-09-03T10:48:20Z | - |
dc.date.available | 2009-09-03T10:48:20Z | - |
dc.date.issued | 2005 | - |
dc.identifier.citation | International Journal of Retail & Distribution Management. 33(3): 179-193 | en |
dc.identifier.uri | http://bura.brunel.ac.uk/handle/2438/3615 | - |
dc.description.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. | en |
dc.format.extent | 108813 bytes | - |
dc.format.extent | 108813 bytes | - |
dc.format.mimetype | application/pdf | - |
dc.format.mimetype | application/pdf | - |
dc.language.iso | en | - |
dc.publisher | Emerald | en |
dc.subject | Retail mix | en |
dc.subject | e-retail mix | - |
dc.subject | e-tail mix | - |
dc.subject | (e-)retail mix | - |
dc.subject | (e-)tail mix | - |
dc.title | Sale the seven Cs: Teaching/training aid for the (e-)retail mix | en |
dc.type | Research Paper | en |
dc.identifier.doi | http://dx.doi.org/10.1108/09590550510588352 | - |
Appears in Collections: | Marketing Brunel Business School Research Papers |
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