To the development of classifications of retail chains in terms of their marketing adaptation to the requirements of an unstable market

Щепакин М.Б.1, Облогин М.В.1, Михайлова В.М.1, Соколова Л.И.1
1 Кубанский государственный технологический университет, Russia

Journal paper

(РИНЦ, ВАК)
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Volume 9, Number 2 (April-June 2019)

Please, cite as:
Shchepakin M.B., Oblogin M.V., Mikhaylova V.M., Sokolova L.I. K razrabotke klassifikatsiy roznichnyh torgovyh setey v usloviyakh ikh marketingovoy adaptatsii k trebovaniyam nestabilnogo rynka // Voprosy innovatsionnoy ekonomiki. – 2019. – Tom 9. – № 2. – S. 571-594. – doi: 10.18334/rp.20.5.40624.

Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=39207002
Cited: 28 by 28.06.2023

Abstract:
The importance of developing retail trade in a changing market economy is indicated. The main advantages and disadvantages of retail chains in terms of resource constraints and the need to tighten control over their marketing behavior are formulated. Shortcomings of traditional classifications are revealed. It is proposed to carry out the development of retail trading networks on the basis of the revealed features, reflecting the change in marketing-informative status in the trading sector. The need to take into account the features of the digital sector in retail trade in the development of measures for its development in conditions of limited resources and reducing the effective demand of the population is indicated. It is concluded that the classification factor is important in determining the vector of development of retail trade and the implementation of modern marketing and communication platforms.

Keywords: retail networks, classification, digital sector, retail sector, marketing and behavioral adaptation, communication and motivational permeability, electronic networking

JEL-classification: M31, L81, M39

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