Retail Marketing is a new and refreshing text, essential for anyone wanting to get to grips with this important, fast-paced area of marketing today. With a user-friendly structure, this book reflects the very latest in academic thinking and provides a strong focus on customer value, corporate social responsibility and the transformative effect of digital technology. Written especially for European and international students and suitable for both undergraduate and postgraduate students, Retail Marketing addresses the challenges of marketing in the 21st Century. Across the chapters key elements of successful retail marketing, including developments in omni-channel marketing and the importance of a co-ordinated supply chain to a company’s value proposition, are considered. Striking a balance between theory and practice, Retail Marketing presents concepts in a clear and comprehensive way with engaging, up-to-date global examples and visual illustrations to help students apply their knowledge to a real world context.
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Suitable for anyone wanting to get to grips with retailing, this book reflects the academic thinking and provides a focus on customer value, corporate social responsibility and the transformative effect of digital technology. Suitable for both undergraduate and postgraduate students, it addresses the challenges of marketing in the 21st Century.
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Chapter 1 Retailing Marketing: an IntroductionChapter 2 Understanding the Retail ConsumerChapter 3 Retailing and its Role in the Supply ChainChapter 4 Managing Supplier-Retailer Relationships within the Supply ChainChapter 5 Managing the Selling EnvironmentChapter 6 Retail Brand StrategyChapter 7 Managing Customer Service Chapter 8 Retail Location StrategyChapter 9 Designing and Implementing Retail Pricing StrategyChapter 10 Designing and Implementing Effective Communications StrategiesChapter 11 Retailing and SustainabilityChapter 12 Retailing and Internationalization Strategy: Development and ImplementationChapter 13 Retailing: the Impacts of Social and Technological Change
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Produktdetaljer

ISBN
9780077157654
Publisert
2015-10-16
Utgiver
Vendor
McGraw-Hill Inc.,US
Vekt
714 gr
Høyde
260 mm
Bredde
190 mm
Dybde
10 mm
Aldersnivå
G, 01
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
418

Forfatter

Biographical note

Dr Sean Ennis is Senior Lecturer and Director of the MSc Marketing programme at the University of Strathclyde. He is an experienced retail practitioner, consultant and lecturer with over 20 years’ experience in academia, during which he has taught retailing at both undergraduate and postgraduate levels. His extensive teaching experience has covered many overseas locations including Hong Kong, Singapore, Malaysia, Dubai, Oman,Bahrain, Abu Dhabi, Mumbai, Delhi, Shanghai, Athens and Switzerland.