ORGANIZATION OF EFFICIENT MARKETING MANAGEMENT OF RETAIL ENTERPRISES ON MERCHANDISING BASIS

Abstract

The integrated use of the merchandising tooling implies quality changes in the system of planning and management at the retail enterprise. The system approach to the communication and economic efficiency improvement of the sales promotion and field selling is recognized essential. With this in view, main phases of the management organization of the commercial and engineering processes on the merchandising basis are considered. Special focus is on such issues as making-out of the merchandising book, the determination of the optimal effective floor space and the facilities footprint. Some alternative navigation charts for the sales area are presented. The provision of the planogram on the commodity lines is recommended. This scheme application promotes an efficient management support for the trade enterprise marketing on the merchandising basis. On using the submitted data, a retailer can realize its own efficient communication policy, and acquire a substantial advantage in the competitive struggle.