小売業におけるマーケティングとブランド化：今日的アプローチ Retail Marketing and Branding : A Contemporary Approach

Gilani, S. Hasan

Kogan Page Ltd（2018/11発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 264 p.
• 言語 ENG
• 商品コード 9780749481261
• DDC分類 381

Full Description

Retail Marketing and Branding contains a thorough overview of the marketing and branding techniques used in contemporary retail management. Providing detailed coverage of the latest theory, practice and advances in the field, this book discusses the impact that technological advances have had on retailing operations, retail branding and consumer buying behaviour. Including a wealth of case-studies and real-world examples, it introduces readers to the core literature, theories, models and practices, to show where retail marketing sits within the wider context of retail management. Retail Marketing and Branding explores some of the most fascinating aspects of the field, including fashion retailing, food and grocery retailing, plus the recent burgeoning of pop-up retail chains. Containing contributions from a range of industry experts and supported by a comprehensive set of downloadable student and lecturer resources, this text is a definitive guide to every aspect of retail marketing and branding.

Contents

• • Chapter - 01: Introduction to the contemporary advances in the field of Retail Marketing and Branding;
  • Chapter - 02: Understanding Consumer Buying Behaviour;
  • Chapter - 03: Segmentation, Demographics and Retail Consumer Profiles;
  • Chapter - 04: The Importance of Place - Retail Location, Formats and the Consumer Journey;
  • Chapter - 05: The 4Ps and 7Ps for the Retail Marketing Mix;
  • Chapter - 06: The Fundamentals of Retail Service Quality;
  • Chapter - 07: Retail Brand Management;
  • Chapter - 08: Retail Brand Communication;
  • Chapter - 09: Retail Customer Relationship Management (CRM);
  • Chapter - 10: E-tailing and Retail Technologies;
  • Chapter - 11: Creating Employee Brand Ambassadors in Retail;
  • Chapter - 12: Fashion Retail Branding - Susan Bishop, University of Brighton;
  • Chapter - 13: Internationalization of Retail Brands;
  • Chapter - 14: Looking to the Future for Retail Marketing