Retail Marketing

個数：

Retail Marketing

Sullivan, Malcolm/ Adcock, Dennis

ウェブストア価格 ¥25,909（本体¥23,554）
Cengage Learning EMEA（2002/03発売）
外貨定価 UK£ 81.99
ポイント 235pt

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製本 Paperback:紙装版/ペーパーバック版／ページ数 368 p.
言語 ENG
商品コード 9781861526021
DDC分類 658.87

Full Description

The area of retailing is growing, more jobs are being created and shopping has become a major leisure activity. There are two specific dimensions to retail marketing, first how to attract customers into the retail environs - shop, restaurant, pub, or the 'virtual' internet store for instance - and second how to persuade those customers to make a purchase from that outlet. Retailing is one of the most established branches of the Marketing discipline, indeed most retailing activity predates the concept of Marketing. Retail Marketing begins with a thorough examination of the retail industry and then looks at the way marketing principles can address industry challenges. Case studies throughout provide real world examples to assist student learning. Retail Marketing is intended as core reading on specialist Retailing courses, and supplementary reading on courses covering different aspects of marketing. It includes examples and cases from European, Australasian and Asian/Pacific retailing and covers issues that reflect the needs and interests of students from a wide variety of backgrounds. The text has a tactical/operational emphasis and will appeal to retail practitioners as well as students.

1. Introduction History Perspective.
2. The Retail Environment & Different Aspects of Retailing.
3. Shopping Behaviour - Store Choice and In-store Behaviour.
4. Models of Retail Marketing.
5. Retail Tactical Mix - Location.
6. Retail Tactical Mix - Assortment & Pricing Decisions.
7. Retail Tactical Mix - Promotional Decisions.
8. Service As Satisfaction and As a Competitive Advantage in Retailing.
9. Customer Loyalty and Related Issues.
10. Customer Care, Handling Complaints and Service Recovery.
11. Demand Management.
12. Store Design and Layout.
13. Merchandising and Relationships with Suppliers.
14. Control of Retailing Sources and Use of Information for Retail Decisions.
15. Strategic Aspects of Retailing Decisions.
16. Alternative Forms of Retailing and Future Trends in Retailing.