Retail Marketing

P. McGoldrick

672 pages, parution le 04/07/2002 (2^eme édition)

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Résumé

The new edition, written for all serious students of retailing, focuses upon the basic functions and challenges of retail marketing management. The text retains the analytical and scientific approach to the strategies within retail marketing, but also emphasises the vital role of flair and creativity. Current and emerging techniques are analysed, but no universal solutions are prescribed. The approach is to encourage students to develop their own frameworks and guidelines for the effective analysis of retailing problems.

This revision has been significantly expanded and restructured to assist students in their understanding of retail marketing today.

Sommaire

Introduction to Retail Marketing
Retail marketing strategy
- The Competitive Environment
- Understanding the Consumer
- Retail Strategy and Planning
- Monitoring Marketing Performance
- Monitoring Financial Performance
The retail marketing mix
- Retail Location
- Product Selection and Buying
- Retailers' Own Brands
- Retail Pricing
- Advertising and Promotion
- The Selling Environment
- Retail Service
The retailing sans frontieres
- International Retailing
- E-Tail Marketing

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	P. McGoldrick
Parution	04/07/2002
Édition	2^eme édition
Nb. de pages	672
Couverture	Broché
Poids	1440g
Intérieur	Noir et Blanc
EAN13	9780077092504
ISBN13	978-0-07-709250-4