Management and Marketing for Improved Retail Competitiveness and Performance

The growth of companies' online presences is an unquestionable reality. However, not everything goes online, and the physical presences of companies continue to exist, with the physical retail point of sale as a place for experimentation and immediate consumption, brand showroom, and support for online sales, which are fundamental to the shopping experience. Managing a retail point of sale implies acting on several fronts, bearing in mind the market requirements, the point of sale's brand strategy, the strategies of the brands being sold, and all other aspects related to the management of a business, while considering the specificities of a retail point of sale. Management and Marketing for Improved Retail Competitiveness and Performance provides knowledge and skills to allow readers to understand and apply the different concepts, techniques, and tools to manage a retail point of sale in the various aspects of a business. Covering key topics such as advertising, client loyalty, and merchandising, this premier reference source is ideal for business owners, managers, marketers, researchers, scholars, academicians, practitioners, instructors, and students.

General

Imprint:	IGI Global
Country of origin:	United States
Release date:	June 2023
Editors:	José Duarte Santos • Inês Veiga Pereira • Paulo Botelho Pires
Dimensions:	279 x 216mm (L x W)
Pages:	340
ISBN-13:	978-1-66848-575-0
Categories:	Books
LSN:	1-66848-575-3
Barcode:	9781668485750

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