Retail Marketing Management : The 5 Es of Retailing

Grewal, Dhruv

Sage Publications Ltd（2018/12発売）

Sage Publications Ltd（2018/12発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 200 p.
• 言語 ENG
• 商品コード 9781526446855
• DDC分類 658.87

Full Description

In this new text, Dhruv Grewal, a leading Professor of Marketing and Retailing, explores the complexities of the contemporary retail environment by drawing on what he refers to as the 5 Es of retailing:

- Entrepreneurial, innovative and customer-centric mindset
- Excitement
- Education
- Experience
- Engagement

These are illustrated using a wide range of examples such as Tesco, Kroger, Zara, Wholefoods, Groupon, and Amazon. Together, the framework and examples enable readers to navigate today's challenging retail environment made up of social media, retailing analytics and online and mobile shopping. Retail Marketing Management is essential reading for students of retailing and marketing, as well as practitioners working in retail today.

Contents

Chapter 1: The Innovative Retailer
Chapter 2: The Entrepreneurial, Innovative, and Customer-Centric Mindset
Chapter 3: Value Creates Excitement
Chapter 4: Creating Excitement Using Store Brands
Chapter 5: Creating Excitement and Enhancing Education Using Social Media
Chapter 6: Education: The Service Edge
Chapter 7: Experience: In-Store, Across Channels
Chapter 8: Engaged Customers Are Loyal
Chapter 9: Innovative Retail Analytics for Engagement
Chapter 10: Concluding Thoughts