From the 90’s onwards, retailers’ marketing resources have been mainly developed through the recruitment of qualified managers and the establishment of partnerships with service providers and suppliers. However, our research shows that overall marketing competency relies less on the...

Since the mid 90s, the increasing importance of marketing has been observed in the big companies of the retail sector. This evolution is an answer to some changes in the sector competition which prompt the retail companies to become «customer-oriented». Thanks to a documented analysis and some...