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Full Description
Retail Marketing in the Modern Age explores contemporary concepts and strategies essential to building successful retail brands globally. The book captures the essence of modern retail marketing by examining both traditional and extended elements of the retail mix in today's dynamic, evolving business environment. It provides a comprehensive understanding of how digital transformation, driven by technologies such as AI, ML, VR, AR, IoT, Blockchain, cloud computing, and data analytics, along with advanced PoS systems, CRM platforms, ERP systems, and RFID technology is reshaping integrated marketing communication, brand campaigns, merchandise management, category management, assortment planning, personalization, and the shopping experience, reflecting the purpose and promise of a brand.
Focusing on emerging trends, the book explores new formats and business models, with emphasis on omni-channel retailing and its key constituents. It also addresses the tangible and intangible aspects of retailing, offering insights into how to achieve deeper customer engagement and patronage loyalty. It provides an in-depth overview of contemporary retail design elements, store ambiance, visual merchandising, planograms, and fixtures. Latest, practical insights on Human Resource Management, managing luxury brands, building curated Private Label Brands, mall operations, location strategies, Public Relations, influencer marketing, loyalty programs, and sustainability initiatives provide a holistic outlook.
Designed for students, researchers, and professionals in Retail Management, Marketing, and Branding, this book combines theory with practical applications. Through real-world examples, case studies, and illustrations, it equips readers with critical skills to navigate the complexities of modern retail marketing.
Contents
List of figures. List of tables. Preface. Acknowledgements. 1. Fundamentals of Modern Retailing 2. Retail Formats 3. Modern Retailing: Emerging Formats and Business Models 4. Strategic Brand Management 5. Merchandise Management 6. Private Label Brands 7. Pricing in Retail: Strategies, Tactics, and Techniques 8. The People Factor: Human Resource Management in Retail 9. Location Strategy 10. Store Ambiance and Visual Merchandising 11. Metrics of Store Performance 12. Customer Relationship Management and Patronage Loyalty 13. Mall Management 14. The Indian Market Scenario. References. Index.
