Retail Marketing Management

David Gilbert

457 pages, parution le 15/01/2003 (2^eme édition)

Ajouter à une liste

Indisponible

Résumé

For undergraduate and postgraduate courses in Retail Marketing and Marketing Management, and HND Retail Marketing. The second edition of this highly successful text offers a unique approach that combines retail marketing theory with the newer retail concepts and international examples. Building on the first edition this text starts by looking at the nature of retailing as an activity, then introduces retail marketing, followed by a discussion of consumer behaviour, the retail marketing mix, and other important issues such as location strategies, branding, the application of IT and ethics. This text takes an integrated approach to explaining the process of internationalisation, and the inclusion of plenty of international examples reinforces this approach.
This book is seen as one of the few that fully integrates retailing and marketing.

Features

NEW! Greater coverage of Marketing Planning – chapter now split into two to allow greater coverage and keep in-line with recent developments in this field.
NEW! Greater coverage of the retail marketing environment, including a section on segmentation and positioning, bringing the book up-to-date with current courses.
NEW! Electronic retailing expanded relating its growing importance as a means of distribution and promotion.
NEW! Floor plan illustrations and more visual tools utilized expanding the understanding of the theory.
NEW! Web references at the end of each Chapter, and further suggested reading.

Sommaire

An Introduction to retailing as an activity
An introduction to retail marketing
Consumer behaviour and retail operations
The management of service and quality in retailing
The retail marketing mix and product
Merchandise Management
Retail pricing
Retail promotion
Retail logistics and distribution
Methods and approaches to retail marketing planning
Retail location strategies and decisions
The management of a retail brand
The applications of It to retail marketing
Consumerism and ethics in retailing
International retailing
The future of retailing

Voir tout

Replier

Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	David Gilbert
Parution	15/01/2003
Édition	2^eme édition
Nb. de pages	457
Format	19 x 24,5
Couverture	Broché
Poids	885g
Intérieur	Noir et Blanc
EAN13	9780273655114
ISBN13	978-0-273-65511-4