Affiliation:
1. Lecturer on Food Distribution and Comparative Marketing the Harvard Business School.
Abstract
The large investments in modern store facilities and the long lease commitments make it necessary for retailing firms and for shopping-center developers to employ store-location research. In this article the author presents 16 fundamental steps or guidelines, distilled from 35 years of experience, for planning and executing comprehensive store - location studies. These guidelines are of interest not only to marketing research specialists, but also to business administrators who must make store-location expansion decisions.
Subject
Marketing,Business and International Management
Cited by
3 articles.
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