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The new edition, written for all serious students of retailing, focuses upon the basic functions and challenges of retail marketing management. The text retains the analytical and scientific approach to the strategies within retail marketing, but also emphasises the vital role of flair and creativity. Current and emerging techniques are analysed, but no universal solutions are prescribed. The approach is to encourage students to develop their own frameworks and guidelines for the effective analysis of retailing problems.
This revision has been significantly expanded and restructured to assist students in their understanding of retail marketing today.
Table des matières
1.Introduction to Retail Marketing
PART ONE: RETAIL MARKETING STRATEGY
2. The Competitive Environment
3. Understanding the Consumer
4.Retail Strategy and Planning
5. Monitoring Marketing Performance
6.Monitoring Financial Performance
PART TWO: THE RETAIL MARKETING MIX
7.Retail Location
8.Product Selection and Buying
9.Retailers' Own Brands
10.Retail Pricing
11.Advertising and Promotion
12.The Selling Environment
13.Retail Service
PART THREE: THE RETAILING SANS FRONTIERES
14. International Retailing
15. E-Tail Marketing
Résumé
Focuses upon the basic functions and challenges of retail marketing management. This text offers an analytical and scientific approach to the strategies within retail marketing. It emphasises the role of flair and creativity.
