A. Coskun Samli. Coping With Retail Giants: Gaining an Edge Over Discounters. New York, NY: Palgrave Macmillan (2015) pp. 209

IF 0.7

Journal of Marketing Channels Pub Date : 2016-07-02 DOI:10.1080/1046669X.2016.1186476

Clement S. F. Chow

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Abstract

The book is an excellent one for those who are going to start a business as an independent retailer and for those independent retailers who need to survive in the retailing jungle. This is a small book yet it raises many of the issues a retailer needs to consider in starting or maintaining its business. That said, I have the feeling that the content of the book is more about general, basic retailing knowledge with the majority of coverage not specific to combating the invasion of the retail giants. On one hand the book can serve as a wonderful pocket-size reminder for every retailer (including the big ones), but on the other hand it may overpromise if the readers (presumably small retailers) are expecting something that they can use to counter the retail giants’ attacks on a daily basis. Therefore, if the book containedmore content actually covering the predicaments small retailers are facing each day and actually considered how these smaller retailers can overcome these competitive predicaments and prevail, then the book would better match its title. The book is well written and so there are only a few places I may have some concern. Let me set them out in a developmental fashion as is our custom at the Journal of Marketing Channels. Five concerns come to mind as I read about coping with retail giants. The first concern is that the author writes:

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A. Coskun Samli。应对零售巨头:获得折扣店的优势。纽约:帕尔格雷夫·麦克米伦出版社(2015)，第209页

对于那些打算以独立零售商的身份创业的人，以及那些需要在零售丛林中生存下来的独立零售商来说，这本书是一本极好的书。这是一本很小的书，但它提出了零售商在开始或维持业务时需要考虑的许多问题。也就是说，我觉得这本书的内容更多是关于一般的、基本的零售知识，大部分内容都不是针对零售业巨头的入侵。一方面，这本书可以作为每个零售商(包括大零售商)的口袋大小的提醒，但另一方面，如果读者(大概是小零售商)期待一些他们可以用来对抗零售巨头日常攻击的东西，它可能会言过其实。因此，如果这本书包含更多的内容，实际上涵盖了小零售商每天面临的困境，并实际上考虑了这些小零售商如何克服这些竞争困境并取得胜利，那么这本书就会更好地匹配它的标题。这本书写得很好，所以只有几个地方我可能会有些担心。让我按照《营销渠道杂志》的惯例，以一种发展的方式来阐述它们。当我读到如何与零售巨头打交道时，我想到了五个问题。第一个问题是作者写道:

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Channels BUSINESS-

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期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.

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