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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
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Case studies and seminar discussion questions in every chapter
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Chapters and vignettes by expert contributors with a combination of academic and industry experience
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Retail practitioner cases which emphasise practical aspects as well as key theories in retail marketing
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New models that help to visualise interactions between marketing environments, retail marketing management decisions, and shopper behaviour
- Related online materials, including powerpoint slides
Contents:
xiii Preface
xv About the authors
xvi Acknowledgements
Chapter 1
Introduction to retail marketing management
Chapter 2
Retail marketing strategy
Chapter 3
Retail consumer behaviour and market segmentation
Chapter 4
Retail product and brand management
Chapter 5
Retail buying and merchandising
Chapter 6
Retail pricing
Chapter 7
Retail marketing communications
Chapter 8
Retail location
Chapter 9
Retail design and layout
Chapter 10
Retail customer service
Chapter 11
Multichannel retailing
Chapter 12
Legislation and ethics in retailing
Chapter 13
International retail marketing and emerging markets
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