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A Multi-Level Approach to Retail Management Education

2014, Revolution in Marketing: Market Driving Changes

AI-generated Abstract

The paper proposes a multi-level approach to retail management education that emphasizes the importance of supply chain relationships in modern retailing. It critiques traditional consumer-focused instruction and suggests that integrating supply chain management principles is vital for preparing future managers. By adopting a relationship marketing framework, the authors highlight the need to develop inter-firm relationships alongside customer-centric strategies to enhance retail effectiveness.