ABSTRACT
In today's turbulent business environment, maintaining and optimizing retail strategies are of crucial importance. Retail Marketing is a complete guide to how retailing works in the non-food sector.
Focusing on operational applications of retailing, this textbook puts students on the inside track to success in the fast-moving retail industry. This new edition offers an integrated approah to internet and cross-channel retailing and adds new material on lost sales and market research in addition to coverig new research.
Retail Marketing is a comprehensive textbook for students in this area and provides the perfect overview for anyone interested in this vital industry.
TABLE OF CONTENTS
part 1|140 pages
Description of the industry
part 2|60 pages
The market strategic process in retail
part 3|66 pages
External analysis
part 4|67 pages
Internal analysis
part 5|118 pages
Translation from analysis to strategy
part 6|61 pages
Internal marketing mix
part 7|31 pages
Control
