Helen Goworek, Peter Mcgoldrick

Retail Marketing Management (eBook, PDF)

Principles and Practice

• Format: PDF

Produktbeschreibung

The unique approach of Retail Marketing combines theory with current retail concepts and international examples. It starts 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, the application of IT and ethics. The author takes an integrated approach to explaining the process of internationalisation which is reinforced by a wealth of international examples.

The book is ideal for undergraduate and postgraduate students taking courses in retail marketing as well as those studying for marketing and business degrees where retail marketing is a core module.

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Produktdetails

• Verlag: Pearson HigherEducation
• Seitenzahl: 368
• Erscheinungstermin: 2. Juli 2015
• Englisch
• ISBN-13: 9780273758785
• Artikelnr.: 43405149

Autorenporträt

Helen Goworek lectures in the School of Management at the University of Leicester, where she teaches postgraduate modules in marketing, including 'B2B Marketing and Supply Chain Management'. She is the author of two previous books about the fashion business, in addition to journal articles focusing on fashion buying and sustainability.

Dr Peter McGoldrick has held four Professorial posts in Retailing, currently at the University of Manchester, UK. He has published several books and over 150 research outputs, including in the Journal of Retailing and the Harvard Business Review. Best paper awards include those at the World Marketing Congress and the 2014 Academy of Marketing Science.

Inhaltsangabe

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