Kovács András and Papp Vanda and Várnai Ibolya (2023) Reconsidering Places and Spaces in Retail Business. In: Szemelvények a BGE kutatásaiból II. kötet. Budapesti Gazdasági Egyetem, Budapest, pp. 189-195. ISBN 978-615-6342-76-8
Preview |
Text
Kovács et al.pdf - Published Version Download (259kB) | Preview |
Abstract
Our study points out the role and importance of geographic and digital spaces in terms of commercial company strategies. The purpose of the analysis is to shed light on the business challenges caused by the technological and social space revolution of the past decades from the point of view of spatiality. In order to highlight the importance of online and offline spaces and their impact on the sales and location strategy, in our study we analyze the main characteristics of each sales space separately, chronologically. The findings of our synthesis point out the importance of developing space-oriented, space-bound location and distribution strategies in order to achieve and maintain business success. Our most important conclusion is that today's retail strategy is a strategy integrated both online and offline, as a result of which retail companies are able to implement the omnichannel marketing concept.
Tudományterület / tudományág
társadalomtudományok > gazdálkodás- és szervezéstudományok
Institution
Budapesti Gazdasági Egyetem
| Item Type: | Book Section | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Creators: |
|
||||||||||||
| Uncontrolled Keywords: | space, sales, online space, offline space, location, distribution, omnichannel marketing | ||||||||||||
| Depositing User: | Eszenyi-Bakos Kinga | ||||||||||||
| Identification Number: | 34453556 | ||||||||||||
| DOI id: | https://doi.org/10.29180/978-615-6342-76-8_24 | ||||||||||||
| Date Deposited: | 2023. Dec. 19. 13:54 | ||||||||||||
| Last Modified: | 2024. Jan. 04. 10:05 | ||||||||||||
| URI: | http://publikaciotar.uni-bge.hu/id/eprint/2231 |
Actions (login required)
 |
View Item |
