Contributions to the Foundation of the Marketing Mix for Retail Companies

Abstract

This paper highlights the particularities of the marketing mix for a company from the retail sector. In this sector, there are some specific activities that influence the marketing approach, in terms of decisions regarding the policies and strategies. New elements are added to the traditional marketing mix, specific to the retail activity, and this triggers the marketing mix for the retail company. All the elements are extensively presented in the paper, with emphasis on their importance and relevant examples.