Reviews
"Samli provides an academic rather than a practical day-to-day approach to retailing, and his book may help move retailing toward the mainstream of academic research and interest. A major focus of the presentation centers on the issues of customer image management. Included in the overall retail framework are site selection, advertising, customer analysis, merchandise mix planning, retail price strategy, post-purchase assessment, and numerous other factors. Concepts similar to Samli's 'differential congruence' or 'image management' are already being applied in many settings with varying degrees of success and commitment. The approach represented in this volume is an extension of the present US academic marketing paradigm that advocates a customer orientation. . . . The author incorporates good references and an overview of many theories that can be applied in an academic retail setting. Recommended for advanced undergraduate, graduate, and professional collections." Choice
