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Retail Marketing Management - Principles and Practice (Paperback)
Loot Price: R1,796
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Retail Marketing Management - Principles and Practice (Paperback)
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'Retail Marketing Management covers all the essential theories
needed to understand the complicated business of retail: from
understanding the consumer and purchasing of the product through to
store layout and communications. The writing style is easy to
follow, and the text is supported by diagrams and case studies
which enhance understanding and learning. I would recommend this
book to anyone who wants to learn more about the retail business.'
Nicole Dunlop, Course Director, London College of Fashion, UK
Retail Marketing offers a contemporary approach that combines
retail marketing theory, current retail management practice and
international examples. It begins by looking at the nature of
retailing as an activity and then introduces retail marketing,
followed by a discussion of consumer behaviour, the retail
marketing mix, and other important issues such as location
strategies, branding and ethics. The authors and expert
contributors take an integrated approach to explaining the process
of internationalisation, and the inclusion of international
examples reinforces this approach. The book is ideal for
undergraduate and postgraduate students taking courses in
retailing, as well as those studying for marketing and business
degrees where retail marketing is a core module. The blend of
retail theory, practice and live examples will also be of interest
to practitioners in retailing and related industries. Key features
Case studies and seminar discussion questions in every chapter
Chapters and vignettes by expert contributors with a combination of
academic and industry experience Retail practitioner cases which
emphasise practical aspects as well as key theories in retail
marketing New models that help to visualise interactions between
marketing environments, retail marketing management decisions, and
shopper behaviour Related online materials, including powerpoint
slides About the authors Helen Goworek lectures in the School of
Management at the University of Leicester, where she teaches
postgraduate modules in marketing, including 'B2B Marketing and
Supply Chain Management'. She is the author of two previous books
about the fashion business, in addition to journal articles
focusing on fashion buying and sustainability. Dr Peter McGoldrick
has held four professorial posts in retailing, and is currently at
the University of Manchester, UK. He has published several books
and over 150 research papers and articles, which have appeared in
the Journal of Retailing and Harvard Business Review, among others.
Best Paper awards include those at the World Marketing Congress and
the 2014 Academy of Marketing Science.
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