Identifying critical functional marketing strategies for SME apparel retailers in Singapore

• 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
• Institution: Nanyang Technological University

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...