ORGANIZATION OF EFFICIENT MARKETING MANAGEMENT OF RETAIL ENTERPRISES ON MERCHANDISING BASIS

The integrated use of the merchandising tooling implies quality changes in the system of planning and management at the retail enterprise. The system approach to the communication and economic efficiency improvement of the sales promotion and field selling is recognized essential. With this in view,...

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Main Author: Natalia Valeryevna Martynova
Format: Article
Language:Russian
Published: Don State Technical University 2018-06-01
Series:Вестник Донского государственного технического университета
Subjects:
Online Access:https://vestnik.donstu.ru/jour/article/view/386
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spelling doaj-d0abf078bfb8451aa834d188605b1fd92020-11-25T03:03:56ZrusDon State Technical UniversityВестник Донского государственного технического университета1992-59801992-60062018-06-01131-2141146379ORGANIZATION OF EFFICIENT MARKETING MANAGEMENT OF RETAIL ENTERPRISES ON MERCHANDISING BASISNatalia Valeryevna Martynova0Don State Technical University, Volgodonsk branch. RussiaThe integrated use of the merchandising tooling implies quality changes in the system of planning and management at the retail enterprise. The system approach to the communication and economic efficiency improvement of the sales promotion and field selling is recognized essential. With this in view, main phases of the management organization of the commercial and engineering processes on the merchandising basis are considered. Special focus is on such issues as making-out of the merchandising book, the determination of the optimal effective floor space and the facilities footprint. Some alternative navigation charts for the sales area are presented. The provision of the planogram on the commodity lines is recommended. This scheme application promotes an efficient management support for the trade enterprise marketing on the merchandising basis. On using the submitted data, a retailer can realize its own efficient communication policy, and acquire a substantial advantage in the competitive struggle.https://vestnik.donstu.ru/jour/article/view/386merchandisingretail tradingoperational procedurecommunicationsplanogramsales area.
collection DOAJ
language Russian
format Article
sources DOAJ
author Natalia Valeryevna Martynova
spellingShingle Natalia Valeryevna Martynova
ORGANIZATION OF EFFICIENT MARKETING MANAGEMENT OF RETAIL ENTERPRISES ON MERCHANDISING BASIS
Вестник Донского государственного технического университета
merchandising
retail trading
operational procedure
communications
planogram
sales area.
author_facet Natalia Valeryevna Martynova
author_sort Natalia Valeryevna Martynova
title ORGANIZATION OF EFFICIENT MARKETING MANAGEMENT OF RETAIL ENTERPRISES ON MERCHANDISING BASIS
title_short ORGANIZATION OF EFFICIENT MARKETING MANAGEMENT OF RETAIL ENTERPRISES ON MERCHANDISING BASIS
title_full ORGANIZATION OF EFFICIENT MARKETING MANAGEMENT OF RETAIL ENTERPRISES ON MERCHANDISING BASIS
title_fullStr ORGANIZATION OF EFFICIENT MARKETING MANAGEMENT OF RETAIL ENTERPRISES ON MERCHANDISING BASIS
title_full_unstemmed ORGANIZATION OF EFFICIENT MARKETING MANAGEMENT OF RETAIL ENTERPRISES ON MERCHANDISING BASIS
title_sort organization of efficient marketing management of retail enterprises on merchandising basis
publisher Don State Technical University
series Вестник Донского государственного технического университета
issn 1992-5980
1992-6006
publishDate 2018-06-01
description The integrated use of the merchandising tooling implies quality changes in the system of planning and management at the retail enterprise. The system approach to the communication and economic efficiency improvement of the sales promotion and field selling is recognized essential. With this in view, main phases of the management organization of the commercial and engineering processes on the merchandising basis are considered. Special focus is on such issues as making-out of the merchandising book, the determination of the optimal effective floor space and the facilities footprint. Some alternative navigation charts for the sales area are presented. The provision of the planogram on the commodity lines is recommended. This scheme application promotes an efficient management support for the trade enterprise marketing on the merchandising basis. On using the submitted data, a retailer can realize its own efficient communication policy, and acquire a substantial advantage in the competitive struggle.
topic merchandising
retail trading
operational procedure
communications
planogram
sales area.
url https://vestnik.donstu.ru/jour/article/view/386
work_keys_str_mv AT nataliavaleryevnamartynova organizationofefficientmarketingmanagementofretailenterprisesonmerchandisingbasis
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