Retail Marketing

Häftad, Engelska, 2015

654 kr

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Beskrivning

Retail Marketing is a new and refreshing text, essential for anyone wanting to get to grips with this important, fast-paced area of marketing today. With a user-friendly structure, this book reflects the very latest in academic thinking and provides a strong focus on customer value, corporate social responsibility and the transformative effect of digital technology. Written especially for European and international students and suitable for both undergraduate and postgraduate students, Retail Marketing addresses the challenges of marketing in the 21^st Century. Across the chapters key elements of successful retail marketing, including developments in omni-channel marketing and the importance of a co-ordinated supply chain to a company’s value proposition, are considered.

Striking a balance between theory and practice, Retail Marketing presents concepts in a clear and comprehensive way with engaging, up-to-date global examples and visual illustrations to help students apply their knowledge to a real world context.

Produktinformation

Utgivningsdatum:2015-10-16
Mått:190 x 260 x 8 mm
Vikt:712 g
Format:Häftad
Språk:Engelska
Antal sidor:418
Förlag:McGraw-Hill Education
ISBN:9780077157654

Utforska kategorier

Företagsekonomi inom Ekonomi och Ledarskap

Mer om författaren

Dr Sean Ennis is Senior Lecturer and Director of the MSc Marketing programme at the University of Strathclyde. He is an experienced retail practitioner, consultant and lecturer with over 20 years’ experience in academia, during which he has taught retailing at both undergraduate and postgraduate levels. His extensive teaching experience has covered many overseas locations including Hong Kong, Singapore, Malaysia, Dubai, Oman,Bahrain, Abu Dhabi, Mumbai, Delhi, Shanghai, Athens and Switzerland.

Innehållsförteckning

Chapter 1 Retailing Marketing: an IntroductionChapter 2 Understanding the Retail ConsumerChapter 3 Retailing and its Role in the Supply ChainChapter 4 Managing Supplier-Retailer Relationships within the Supply ChainChapter 5 Managing the Selling EnvironmentChapter 6 Retail Brand StrategyChapter 7 Managing Customer Service Chapter 8 Retail Location StrategyChapter 9 Designing and Implementing Retail Pricing StrategyChapter 10 Designing and Implementing Effective Communications StrategiesChapter 11 Retailing and SustainabilityChapter 12 Retailing and Internationalization Strategy: Development and ImplementationChapter 13 Retailing: the Impacts of Social and Technological Change