Abstract
According to Omar (Retail Marketing, 1999), the elements of Retail Marketing Mix are the Service, the sales Personal, the Price, the Ambiance, the Communication, the Sales Incentive, the Location and the Image. All these elements aim at improving the Brand and its image in the mind of customers. A retailer can therefore use each of these elements to build a strong image and to make his sales increase. But is one of these seven elements more important than the others? Does the retailer have to focus more on one of these elements?
