Introduction. In consumer relations, the retail companies carry out specific external marketing activities using appropriate tools: catalogues, online marketing actions, external advertising etc.
Aim of the study. The aim of this paper is to analyze the advertising catalogues from the following types of stores: proximity shops, discounters, supermarkets and hypermarkets and to identify and describe retail marketing strategies as they turned out from them. The research methodology was based on a quantitative research method. In this sense, the authors present the external marketing strategies and the company’s general strategies. Also, in retail marketing strategies, product and price strategies are essentially dependent on vendor strategies, while the business firm has more control over promotion and distribution. Following the analysis carried out, the authors conclude that in composing the mix, the trading company has total control over the combination of brands and products and low control over the product lines within the brands. The paper contributes to a better understanding of the retail marketing strategies.
Keywords: retail, company, marketing strategy, advertising catalogue, external marketing strategies, general strategies
JEL Classification: L20, M31
