The current use of marketing in UK retailing

Abstract

The UK retail environment is highly complex and competitive and as such the context for marketing may require change. This research investigates current marketing practices used by retail companies in the UK and explores their correlation across four different retail sectors. Random samples of companies from the grocery and convenience, specialist audio‐photographic and IT, retail banking and financial services, and, the optical, health, hair and beauty services sectors were used. Across all sectors, respondents feel that their company's marketing practices are changing to become increasingly focussed on a relationship with the customer. No evidence was found of a difference between the marketing variables by industry sector, nor that certain marketing practices might be more prevalent in specific industry sectors. Correlation analysis also shows that a variety of marketing types are being practised simultaneously across all retail companies.

Citation

Gilbert, D. and Sumner, F. (2004), "The current use of marketing in UK retailing", International Journal of Retail & Distribution Management, Vol. 32 No. 5, pp. 242-251. https://doi.org/10.1108/09590550410534587