Eceran (bahasa Inggris:retail) adalah salah satu cara pemasaran produk meliputi semua kegiatan yang melibatkan penjualanbarang secara langsung ke konsumen akhir untuk penggunaan pribadi dan bukanbisnis.Organisasi ataupun seseorang yang menjalankan bisnis ini disebut sebagaipengecer. Pada praktiknya pengecer melakukan pembelian barang ataupunproduk dalam jumlah besar dariprodusen, ataupun pengimpor baik secara langsung ataupun melaluigrosir, untuk kemudian dijual kembali dalam jumlah kecil. Istilah lain yang juga digunakan untuk merujuk pemasaran "eceran" yaitu "ketengan", "peruncitan", atau "ritel".
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