Retail Marketing Management
The second edition of this text offers an approach that marries retail marketing theory with the newer retail concepts and international examples. Building on the first edition, the book starts by looking at the nature of retailing as an activity, then introduces retail marketing, followed by a discussion of consumer behaviour, the retail marketing mix, and other importantThe second edition of this text offers an approach that marries retail marketing theory with the newer retail concepts and international examples. Building on the first edition, the book starts by looking at the nature of retailing as an activity, 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. It takes an intergrated approach to explaining the process of internalization, and the inclusion of plenty of international examples reinforces this approach....more
Paperback, 457 pages
Published January 1st 2003 by Financial Times Prentice Hall (a Pearson Education Company) (first published November 4th 2002)
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