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Full Description
Retail Marketing offers an up-to-date and accessible approach that balances the key theories with real-world industry practice to show how retailers are operating in today's complex business environment.
It covers essential topics of retail marketing and management, beginning with a history of retailing practices to understand the background behind retail's position within society. It then moves on to recent innovations and trends that are leading the field today. Supported by international examples throughout, the textbook also examines topics such as strategy, customer experience, supply chains and merchandising to ensure students gain an understanding of the whole retail process.
Written by the BBC's retail expert, Sarah Montano, it also covers important discussions of ethics in retailing, sustainability considerations as well as multi-channel methods including the combined use of physical and digital channels in 'phygital' retail. Real-world examples from Cadbury, Tiffany and Co, Wilko and H&M Ginza, Japan, and vignettes from industry professionals and customers ensure students put their understanding of the theory into practice. Retail Marketing includes in-text learning features such as learning outcomes, a glossary and exercise questions. It is supported by online resources of PowerPoint slides, multiple choice questions, videos and interactive diagrams.
This textbook is ideal for postgraduate students taking modules on Retail Marketing as part of their Retail or Marketing degrees.
Contents
Chapter - 01: How did we get here?;
Chapter - 02: The retail industry and trends;
Chapter - 03: Retail strategy, entrepreneurship and retail failure;
Chapter - 04: The retail customer and the customer experience;
Chapter - 05: Store design in the experiential and phygital era;
Chapter - 06: Merchandising and ethical retailing;
Chapter - 07: Supply chains;
Chapter - 08: Communications in the influencer generation;
Chapter - 09: Omnichannel retail strategy - digital and phygital approaches;
Chapter - 10: The future of retail - where do we go from here?
