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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| Format: | Article |
| Language: | Russian |
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Don State Technical University
2013-03-01
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| Series: | Advanced Engineering Research |
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| Online Access: | https://www.vestnik-donstu.ru/jour/article/view/386 |
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| _version_ | 1849250674844368896 |
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| author | Natalia Valeryevna Martynova |
| author_facet | Natalia Valeryevna Martynova |
| author_sort | Natalia Valeryevna Martynova |
| collection | DOAJ |
| 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. |
| format | Article |
| id | doaj-art-149b012093ac4b0fa815f0d3309a2255 |
| institution | Kabale University |
| issn | 2687-1653 |
| language | Russian |
| publishDate | 2013-03-01 |
| publisher | Don State Technical University |
| record_format | Article |
| series | Advanced Engineering Research |
| spelling | doaj-art-149b012093ac4b0fa815f0d3309a22552025-08-20T03:57:12ZrusDon State Technical UniversityAdvanced Engineering Research2687-16532013-03-01131-2141146379ORGANIZATION 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://www.vestnik-donstu.ru/jour/article/view/386merchandisingretail tradingoperational procedurecommunicationsplanogramsales area. |
| spellingShingle | Natalia Valeryevna Martynova ORGANIZATION OF EFFICIENT MARKETING MANAGEMENT OF RETAIL ENTERPRISES ON MERCHANDISING BASIS Advanced Engineering Research merchandising retail trading operational procedure communications planogram sales area. |
| title | 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_short | ORGANIZATION OF EFFICIENT MARKETING MANAGEMENT OF RETAIL ENTERPRISES ON MERCHANDISING BASIS |
| title_sort | organization of efficient marketing management of retail enterprises on merchandising basis |
| topic | merchandising retail trading operational procedure communications planogram sales area. |
| url | https://www.vestnik-donstu.ru/jour/article/view/386 |
| work_keys_str_mv | AT nataliavaleryevnamartynova organizationofefficientmarketingmanagementofretailenterprisesonmerchandisingbasis |