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Retail Marketing is a new and refreshing text, essential for anyone wanting to get to grips with this important, fast-paced area of marketing today. With a user-friendly structure, this book reflects the very latest in academic thinking and provides a strong focus on customer value, corporate social responsibility and the transformative effect of digital technology. Written especially for European and international students and suitable for both undergraduate and postgraduate students, Retail Marketing addresses the challenges of marketing in the 21
st Century. Across the chapters key elements of successful retail marketing, including developments in omni-channel marketing and the importance of a co-ordinated supply chain to a company's value proposition, are considered.
Striking a balance between theory and practice, Retail Marketing presents concepts in a clear and comprehensive way with engaging, up-to-date global examples and visual illustrations to help students apply their knowledge to a real world context.
List of contents
Chapter 1 Retailing Marketing: an Introduction
Chapter 2 Understanding the Retail Consumer
Chapter 3 Retailing and its Role in the Supply Chain
Chapter 4 Managing Supplier-Retailer Relationships within the Supply Chain
Chapter 5 Managing the Selling Environment
Chapter 6 Retail Brand Strategy
Chapter 7 Managing Customer Service
Chapter 8 Retail Location Strategy
Chapter 9 Designing and Implementing Retail Pricing Strategy
Chapter 10 Designing and Implementing Effective Communications Strategies
Chapter 11 Retailing and Sustainability
Chapter 12 Retailing and Internationalization Strategy: Development and Implementation
Chapter 13 Retailing: the Impacts of Social and Technological Change
About the author
Dr Sean Ennis is Senior Lecturer and Director of the MSc Marketing programme at the University of Strathclyde. He is an experienced retail practitioner, consultant and lecturer with over 20 years' experience in academia, during which he has taught retailing at both undergraduate and postgraduate levels. His extensive teaching experience has covered many overseas locations including Hong Kong, Singapore, Malaysia, Dubai, Oman,Bahrain, Abu Dhabi, Mumbai, Delhi, Shanghai, Athens and Switzerland.
Summary
Suitable for anyone wanting to get to grips with retailing, this book reflects the academic thinking and provides a focus on customer value, corporate social responsibility and the transformative effect of digital technology. Suitable for both undergraduate and postgraduate students, it addresses the challenges of marketing in the 21st Century.
