Click Here to Download: https://ouo.io/4W49zJ Retail Marketing and Sales Performance A Definitive Guide to Optimizing Service Quality and Sales Effectiveness By: Christoph Preuss Publisher: Springer Gabler Print ISBN: 9783658046293, 3658046295 eText ISBN: 9783658046309, 3658046309 Copyright year: 2014 Format: PDF Available from $ 89.99 USD SKU 9783658046309 The purpose of this research project is to contribute to effective retail by determining the impacts of the elements of retail marketing interventions on sales performance in franchises and branches. The approach comprises a series of complementary surveys of franchisees, branch managers, shop visitors and customers. This is enriched with secondary data and sector-specific structural detail to determine the direct and mediating effects of retail marketing on sales performance. Through factor analysis results provide evidence that Retail Marketing has a high and positive, direct-structural impact on sales performance. Christoph Preuss contributes to the development of the dichotomy of branch and franchise management by exploring their operational differences. Retailers can exploit retail marketing more effectively if they understand that structural retail marketing parameters make the greatest impact on an outlet’s sales performance.
