Date of Conferral
2020
Degree
Doctor of Business Administration (D.B.A.)
School
Business Administration
Advisor
Corie Anderson
Abstract
In the United States, 46% of retail businesses fail to increase revenue due to ineffective marketing strategies. Retail business leaders who do not implement successful and viable strategies are at a high risk of failure. Grounded in Alderson and Cox’s marketing theory and Bastos and Levy’s marketing-driven branding functional standards, the purpose of this qualitative multiple case study was to explore strategies department store marketing managers use to improve brand marketing. The participants were 5 department store marketing managers in the Northeastern region of a metropolitan area in Virginia who improved the brand image of their retail stores. Data were collected using semistructured, face-to-face interviews, and reviews of company documents and websites. Data were analyzed using thematic analysis with 4 themes emerging: market research, customer retention, branding, and marketing knowledge. A key recommendation includes improving marketing knowledge and empowering marketing managers to sustain long-term business operations. The implications for positive social change include the potential to improve the longevity of business leaders’ operations to develop a positive economic activity and employment opportunities to enhance local low-income community standards of living.
Recommended Citation
Turner, Theodore, "Strategies to Enhance Department Store Improvement of Brand Marketing" (2020). Walden Dissertations and Doctoral Studies. 8812.
https://scholarworks.waldenu.edu/dissertations/8812
