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Full Description
Retail Marketing has been specifically written for tertiary students of retailing at either undergraduate or postgraduate level. The main aim of this textbook is to take students on an exciting and enjoyable journey through the major aspects of retail marketing in the Australian and New Zealand environments. It would also be suitable for business people anywhere in the supply chain who want to understand contemporary retailing theory and practice, and could also be an excellent resource for executive development programs.As the retailing world continues to change dramatically and irrevocably, the best way for retailers to succeed in such a turbulent context is to have sharper, more purposeful retail strategies underpinned by retailer branding and innovation.
Contents
Part A - The Context of Retailing, Ch1 - An introduction to retailing, Ch 2 - Retail strategy, branding and innovation, Ch 3 - Market sensing and understanding, Part B - Designing the Retail Mix, Ch 4 - Merchandising, Ch 5 - Store design, Ch 6 - Location, Ch 7 - Retail promotion, Ch 8 - Retail pricing, Ch 9 - Retail selling and customer service, Part C - Implementation, Ch 10 - Retail operations, performance management and support systems, Part D - Retail Opportunities and Challenges, Ch 11 - Retail innovation and sustainable retailing
