Special marketing problems of smaller-city retailing
Peter S. Carusone, Brenda J. Moscove
Journal of the Academy of Marketing Science · 1985 · Volume 13 · Issue 3
Abstract
The purpose of this article is to review and assess the special marketing problems of smaller-city retailing. A better understanding of the problems peculiar to small-city retailing is prerequisite to the assessment of opportunities and formulation of strategies. The article traces the recent evolution of the retail trade structure in the small city. Distinctive characteristics of the nonmetropolitan market setting are discussed. The role of the small store, its relationship with new retail competitors, and other strategic issues and implications are considered.
Keywords
Small City, Wall Street Journal, Central Business District, Shopping Behavior, Patronage Behavior
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