{"title":"A. Coskun Samli. Coping With Retail Giants: Gaining an Edge Over Discounters. New York, NY: Palgrave Macmillan (2015) pp. 209","authors":"Clement S. F. Chow","doi":"10.1080/1046669X.2016.1186476","DOIUrl":null,"url":null,"abstract":"The book is an excellent one for those who are going to start a business as an independent retailer and for those independent retailers who need to survive in the retailing jungle. This is a small book yet it raises many of the issues a retailer needs to consider in starting or maintaining its business. That said, I have the feeling that the content of the book is more about general, basic retailing knowledge with the majority of coverage not specific to combating the invasion of the retail giants. On one hand the book can serve as a wonderful pocket-size reminder for every retailer (including the big ones), but on the other hand it may overpromise if the readers (presumably small retailers) are expecting something that they can use to counter the retail giants’ attacks on a daily basis. Therefore, if the book containedmore content actually covering the predicaments small retailers are facing each day and actually considered how these smaller retailers can overcome these competitive predicaments and prevail, then the book would better match its title. The book is well written and so there are only a few places I may have some concern. Let me set them out in a developmental fashion as is our custom at the Journal of Marketing Channels. Five concerns come to mind as I read about coping with retail giants. The first concern is that the author writes:","PeriodicalId":45360,"journal":{"name":"Journal of Marketing Channels","volume":"53 1","pages":"164 - 165"},"PeriodicalIF":0.7000,"publicationDate":"2016-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1046669X.2016.1186476","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Channels","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/1046669X.2016.1186476","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
The book is an excellent one for those who are going to start a business as an independent retailer and for those independent retailers who need to survive in the retailing jungle. This is a small book yet it raises many of the issues a retailer needs to consider in starting or maintaining its business. That said, I have the feeling that the content of the book is more about general, basic retailing knowledge with the majority of coverage not specific to combating the invasion of the retail giants. On one hand the book can serve as a wonderful pocket-size reminder for every retailer (including the big ones), but on the other hand it may overpromise if the readers (presumably small retailers) are expecting something that they can use to counter the retail giants’ attacks on a daily basis. Therefore, if the book containedmore content actually covering the predicaments small retailers are facing each day and actually considered how these smaller retailers can overcome these competitive predicaments and prevail, then the book would better match its title. The book is well written and so there are only a few places I may have some concern. Let me set them out in a developmental fashion as is our custom at the Journal of Marketing Channels. Five concerns come to mind as I read about coping with retail giants. The first concern is that the author writes:
期刊介绍：
The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.
京公网安备 11010802042870号
京ICP备2023020795号-1
分享
求助内容：
应助结果提醒方式：
扫码关注我们
