REDEFINING THE CONSTRUCT OF RETAILING IN THE WEST AFRICAN CONTEXT

Retailing in the West African context is a dominant practice within distribution channel of overall business system, nowadays. This research aims to redefine construct retailing context. The approach based on some observations and documentary analysis. results show that marketing perspectives, always opposed wholesaling it can be well-defined as art selling goods services small quantities directly final customers. Keywords: Retailing, Wholesaling, Marketing, Africa.