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Upside by John Zogby, M.J. Moye, Kenneth W. GRONBACH

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23

Retail and Marketing—When and How to Sell What to Whom

WHAT DO YOU think, should I start this chapter off with a question?

Oops, guess I already did, so here’s a second question: How many different retail sectors are there within the retail industry?

Give up? Well, off the top of my head I couldn’t come up with a concrete number either, and I believe that the number is somewhat fluid depending upon how you characterize different retail establishments and on how you characterize online shopping, or “e-tail.” That said, there are five (or six, for those who would include “e-tail”) retail industry areas that cover a total of about twenty industry sectors, give or take (with “e-tail” serving as a possible “give” for those who include it as a retail ...

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