Marketing mix and STP strategies: an exploratory study into grocery retailers in Malaysia
The purpose of this paper is to obtain insights on the grocery retailer, by comparing across three retail formats (e.g. supermarket, minimarkets and convenience store) in Malaysia, and exploring how these local grocery retailers segment, target, position (STP Strategies) and plan for their marketing...
| Main Authors: | , , |
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| Format: | Article |
| Sprog: | English English |
| Udgivet: |
Human Resource Management Academic Research Society (www.hrmars.com)
2020
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| Fag: | |
| Online adgang: | https://eprints.ums.edu.my/id/eprint/27587/1/Marketing%20mix%20and%20STP%20strategies%20abstract.pdf https://eprints.ums.edu.my/id/eprint/27587/2/Marketing%20mix%20and%20STP%20strategies%20fulltext.pdf |