A. COSKUN SAMLI is Research Professor of Marketing and International Business at the University of North Florida, Jacksonville. Author or coauthor of more than 200 scholarly articles, eight books, and 30 monographs, he has been invited as a distinguished scholar to deliver papers at more than a dozen universities. He has lectured in countries around the world, is active in the Fulbright Commission, serves on the review boards of seven major journals, and is a Senior Fellow in the Academy of Marketing Science. Among his previous books are Counterturbulence Marketing: A Proactive Strategy for Volatile Economic Times (1993), International Consumer Behavior: Its Impact on Marketing Strategy (1995), and Information-Driven Marketing Decisions: Development of Strategic Information Systems (1996).

• Preface Introduction: Retail Marketing Strategy--An Overview of Differential Congruence Multiple Layers of Retail Competition The Changing Retail Population and Managerial Implications Intermarket Shopping Behavior Downtowns, Shopping Centers, and Local Clusters: The Retail Evolution From Market Potentials to Capitalization Adjusting Retail Marketing Strategies to Consumer Behavior Heterogeneity of Retail Markets Retail Marketing Strategy Alternatives Developing and Measuring the Store Image Retail Image Perceived by Different Constituencies Human Resource Management in Retailing Developing a Retail Communication Mix Merchandise Mix Development Pricing Strategies for Retailers Retail Information Management Systems and the Emerging Information Technology Strategic Control for Retailers Index

A. COSKUN SAMLI is Research Professor of Marketing and International Business at the University of North Florida, Jacksonville. Author or coauthor of more than 200 scholarly articles, eight books, and 30 monographs, he has been invited as a distinguished scholar to deliver papers at more than a dozen universities. He has lectured in countries around the world, is active in the Fulbright Commission, serves on the review boards of seven major journals, and is a Senior Fellow in the Academy of Marketing Science. Among his previous books are Counterturbulence Marketing: A Proactive Strategy for Volatile Economic Times (1993), International Consumer Behavior: Its Impact on Marketing Strategy (1995), and Information-Driven Marketing Decisions: Development of Strategic Information Systems (1996).

• Preface Introduction: Retail Marketing Strategy--An Overview of Differential Congruence Multiple Layers of Retail Competition The Changing Retail Population and Managerial Implications Intermarket Shopping Behavior Downtowns, Shopping Centers, and Local Clusters: The Retail Evolution From Market Potentials to Capitalization Adjusting Retail Marketing Strategies to Consumer Behavior Heterogeneity of Retail Markets Retail Marketing Strategy Alternatives Developing and Measuring the Store Image Retail Image Perceived by Different Constituencies Human Resource Management in Retailing Developing a Retail Communication Mix Merchandise Mix Development Pricing Strategies for Retailers Retail Information Management Systems and the Emerging Information Technology Strategic Control for Retailers Index

A. COSKUN SAMLI is Research Professor of Marketing and International Business at the University of North Florida, Jacksonville. Author or coauthor of more than 200 scholarly articles, eight books, and 30 monographs, he has been invited as a distinguished scholar to deliver papers at more than a dozen universities. He has lectured in countries around the world, is active in the Fulbright Commission, serves on the review boards of seven major journals, and is a Senior Fellow in the Academy of Marketing Science. Among his previous books are Counterturbulence Marketing: A Proactive Strategy for Volatile Economic Times (1993), International Consumer Behavior: Its Impact on Marketing Strategy (1995), and Information-Driven Marketing Decisions: Development of Strategic Information Systems (1996).

• Preface Introduction: Retail Marketing Strategy--An Overview of Differential Congruence Multiple Layers of Retail Competition The Changing Retail Population and Managerial Implications Intermarket Shopping Behavior Downtowns, Shopping Centers, and Local Clusters: The Retail Evolution From Market Potentials to Capitalization Adjusting Retail Marketing Strategies to Consumer Behavior Heterogeneity of Retail Markets Retail Marketing Strategy Alternatives Developing and Measuring the Store Image Retail Image Perceived by Different Constituencies Human Resource Management in Retailing Developing a Retail Communication Mix Merchandise Mix Development Pricing Strategies for Retailers Retail Information Management Systems and the Emerging Information Technology Strategic Control for Retailers Index