Let's go shopping

In this introduction to Admap’s January 2004 ‘Focus on Retail Advertising’, the author comments on the growing internationalisation of retail trade and the spread of malls.

Let's go shopping

In the 19th century, the word 'marketing' meant, simply, shopping: going to the market and buying what you needed. Like 'consumerism', its meaning has since changed by about 180o. But the intimate relationship between marketing and shops remains.

Retailers have always been significant advertisers in their own right, as well as being the main channel through which brand manufacturers have sold to the public. As retailing has evolved and developed, the relationships between store operators and their suppliers have evolved in parallel, and the balance of influence has shifted.

Over the last 20 or 30 years, retailing...

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