Retail Marketing Management
By David Gilbert
Financial Times / Pearson Education
467 Pages, Illustrated, 7 1/2" x 9 1/2"
$110.00 paper original
This book covers undergraduate and postgraduate courses in Retail Marketing
and Marketing Management, and HND Retail Marketing. The second edition of this
highly successful text offers a unique approach that combines retail marketing
theory with the newer retail concepts and international examples.
Building on the first edition this text starts by looking at the nature of retailing
as an activity, then introduces retail marketing, followed by a discussion of
consumer behavior, the retail marketing mix, and other important issues such
as location strategies, branding, the application of IT and ethics.
This text takes an integrated approach to explaining the process of internationalization,
and the inclusion of plenty of international examples reinforces this approach.
This book is seen as one of the few that fully integrates retailing and marketing.
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