Special Section Introduction: Contemporary Marketing Strategies as Communication Tools for Modern Retailers

SPECIAL SECTION: CONTEMPORARY MARKETING STRATEGIES AS COMMUNICATION TOOLS FOR MODERN RETAILERS

Abstract

Modern retailers are continuously searching for new and profitable opportunities, and retail marketing has changed significantly in the past few decades. For example, there has been a shift in paradigm from single or multi-channel retail to omni-channel retail (Mothersbaugh & Hawkins, 2016; Parsons & Descatoires, 2016). However, there are also several critical questions that have always challenged the retail marketers such as who to target, how to do so, when is the perfect time, and where is the right place to deliver goods and services to their customers.

The major aim of this special section is to provide a unique focus on the effective use of contemporary marketing strategies as communication tools for today’s retail marketers in reaching customers successfully in the competitive environment. This special section embraces new shifts and trends within the retail industry in this turbulent market and takes readers on an exploration of marketing with unprecedented vitality and energy.