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Full Description
What differentiates one brand from the others in the retail industry? What does brand experience and promise mean, and what does it take to build store patronage loyalty?
Retail Marketing in the Modern Age delves deep into contemporary retail marketing concepts and strategies that are instrumental in creating and building successful retail brands across the globe.
Drawing from his professional experience in retail industry, the author discusses the factors influencing the patronage behavior of customers in a lucid and accessible language. It essentially focuses on the traditional and extended retail marketing mix elements in the context of modern retailing. By virtue of this approach, the book fills the existing content and literature gap and at the same time captures the essence of new-age retail marketing.
Key Features
• Up-to-date coverage of new formats of retailing such as omni-channel retailing
• Focus on social media marketing and social media analytics, which are now crucial in designing digital marketing and public relations strategies and tactics
• Practical orientation with multiple examples, cases, and exercises requiring critical understanding of concepts
Contents
Preface
Acknowledgements
Fundamentals of Retailing
Retail Formats and Classification of Retailers
E-Retailing
Business Environment for E-Retailing
Positioning and Promotion: Pragmatism with Romanticism
Merchandise Management and Private Label Brands
Retail Pricing: Strategies and Techniques
Managing People: HRM in Retailing
Physical Environment and Pervasive Creativity: Bringing the Retail Store Alive
Location Strategy
The Pyramid of Performance
Patronage Loyalty and Customer Relationship Management
Public Relations and Strategic CSR
Store Management
Mall Management
Bibliography
Index
