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- Title
Merchandising in Department Store Chains.
- Authors
Bucklin, Louis P.
- Abstract
The article discusses aspects of merchandising in U.S. department store chains in the 1960's. Experts say existing department store organization does not adequately support traditional marketing strategies. They recommend different organizational structures conducive to effective department store merchandising including decentralized merchandising, dual merchandising, and centralized merchandising. Each plan is associated with varying effects upon the character of merchandising effort conducted by the store using it. Decentralization facilitates the gathering of information concerning the consumer.
- Subjects
MERCHANDISING; DEPARTMENT stores; MARKETING strategy; ORGANIZATIONAL structure; CATEGORY management; CONSUMER preferences research; MARKET segmentation; MARKET orientation; INDUSTRIAL organization (Economic theory); CUSTOMER relationship management
- Publication
California Management Review, 1964, Vol 6, Issue 4, p41
- ISSN
0008-1256
- Publication type
Article
- DOI
10.2307/41165606