Retail Marketing

By Ogenyi Omar
Apr. 1999
ISBN: 0-273-63859-9
320 p.
$87.50 Paper Original

This text provides a comprehensive introduction to retail marketing covering a wide range of types of retail organization. It has a coherent structure, looking first at the nature of retail marketing, then at the environment, at consumer behavior, segmentation and positioning and at the retail marketing mix. The book ends with chapters on retail marketing planning and control and a specific chapter on international retail marketing.

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