Retailing in the 80's

How have retailers survived the recession, and who will prosper in the coming decade? In order to answer these questions, David Cook and Peter Doyle examined the strategies of a number of organisations which have managed to flourish in these times of trimmed margins and economic restraint. Their findings indicate that in future, retailers will have to adopt a sophisticated programme whereby their marketing effort aimed at generating a differential advantage in an expanded market share can be thoroughly integrated with a financial strategy or good accountancy.