Identifying critical functional marketing strategies for SME apparel retailers in Singapore

Identifying critical functional marketing strategies for SME apparel retailers in Singapore

This study aims to gain an understanding of what is the essential retail mix needed by SME fashion retailers to survive in this new retailing concept so that these retailers will have a higher chance of survival. Hypotheses on generic types functional marketing strategy was utilized to explore how w...

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Bibliographic Details
Main Authors: Huang, Qiuxia, Neo, Kim Geok, Yim, Alvin Yao Rong
Other Authors: Das, Shobha Sasidharan
Format: Final Year Project
Published: 2008
Subjects:
DRNTU::Business::Marketing
Online Access:http://hdl.handle.net/10356/9164
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Institution: Nanyang Technological University
Description
Summary:This study aims to gain an understanding of what is the essential retail mix needed by SME fashion retailers to survive in this new retailing concept so that these retailers will have a higher chance of survival. Hypotheses on generic types functional marketing strategy was utilized to explore how well do they associate with the store’s overall financial performance.

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