Marketing in retailing: a research agenda Academic Article uri icon


  • Although specific retailing subjects related to marketing have been extensively researched and presented in academic literature, the overall topic of marketing in retailing has received little attention. This paper identifies and discusses some principal marketing in retailing issues that warrant empirical assessment. Research attention to the questions raised in this paper will provide strategic guidelines to retailers seeking to improve the marketing performance of their organizations. © 1990, Taylor & Francis Group, LLC. All rights reserved.

author list (cited authors)

  • Berry, L. L., Gresham, L. G., & Millikin, N. L.

citation count

  • 12

publication date

  • October 1990