Retail Marketing Management

Series
Financial Times
Author
Helen Goworek / Peter MCgoldrick  
Publisher
Pearson
Cover
Softcover
Edition
1
Language
English
Total pages
368
Pub.-date
July 2015
ISBN13
9780273758747
ISBN
0273758748
Related Titles


Product detail

Product Price CHF Available  
9780273758747
Retail Marketing Management
75.70 approx. 7-9 days

Description

The unique approach of Retail Marketing combines theory with current retail concepts and international examples. It starts by looking at the nature of retailing as an activity and 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. The author takes an integrated approach to explaining the process of internationalisation which is reinforced by a wealth of international examples.

The book is ideal for undergraduate and postgraduate students taking courses in retail marketing as well as those studying for marketing and business degrees where retail marketing is a core module.

Features

  • Case studies and seminar discussion questions in every chapter
  • Chapters and vignettes by expert contributors with a combination of academic and industry experience
  • Retail practitioner cases which emphasise practical aspects as well as key theories in retail marketing
  • New models that help to visualise interactions between marketing environments, retail marketing management decisions, and shopper behaviour

Table of Contents

?xiii Preface
?xv About the authors
?xvi Acknowledgements


Chapter 1
?Introduction to retail marketing management


Chapter 2
?Retail marketing strategy

 

Chapter 3
?Retail consumer behaviour and market segmentation


Chapter 4
?Retail product and brand management

 

Chapter 5
?Retail buying and merchandising


Chapter 6
?Retail pricing


Chapter 7
?Retail marketing communications


Chapter 8
?Retail location


Chapter 9
?Retail design and layout


Chapter 10
?Retail customer service


Chapter 11
?Multichannel retailing


Chapter 12
?Legislation and ethics in retailing

 

Chapter 13
?International retail marketing and emerging markets

Back Cover

Retail Marketing Management covers all the essential theories needed to understand the complicated business of retail: from understanding the consumer and purchasing of the product through to store layout and communications. The writing style is easy to follow, and the text is supported by diagrams and case studies which enhance understanding and learning. I would recommend this book to anyone who wants to learn more about the retail business.’

Nicole Dunlop, Course Director, London College of Fashion, UK

 

Retail Marketing offers a contemporary approach that combines retail marketing theory, current retail management practice and international examples. It begins by looking at the nature of retailing as an activity and then introduces retail marketing, followed by a discussion of consumer behaviour, the retail marketing mix, and other important issues such as location strategies, branding and ethics. The authors and expert contributors take an integrated approach to explaining the process of internationalisation, and the inclusion of international examples reinforces this approach.

 

 

The book is ideal for undergraduate and postgraduate students taking courses in retailing, as well as those studying for marketing and business degrees where retail marketing is a core module.  The blend of retail theory, practice and live examples will also be of interest to practitioners in retailing and related industries. 

 

 

Key features

  • Case studies and seminar discussion questions in every chapter

  • Chapters and vignettes by expert contributors with a combination of academic and industry experience

  • Retail practitioner cases which emphasise practical aspects as well as key theories in retail marketing

  • New models that help to visualise interactions between marketing environments, retail marketing management decisions, and shopper behaviour

  • Related online materials, including powerpoint slides

 

About the authors

Helen Goworek lectures in the School of Management at the University of Leicester, where she teaches postgraduate modules in marketing, including ‘B2B Marketing and Supply Chain Management’. She is the author of two previous books about the fashion business, in addition to journal articles focusing on fashion buying and sustainability.

 

Dr Peter McGoldrick has held four professorial posts in retailing, and is currently at the University of Manchester, UK.  He has published several books and over 150 research papers and articles, which have appeared in the Journal of Retailing and Harvard Business Review, among others. Best Paper awards include those at the World Marketing Congress and the 2014 Academy of Marketing Science.  

 

Author

Helen Goworek lectures in the School of Management at the University of Leicester, where she teaches postgraduate modules in marketing, including ‘B2B Marketing and Supply Chain Management’. She is the author of two previous books about the fashion business, in addition to journal articles focusing on fashion buying and sustainability.

 

 

Dr Peter McGoldrick has held four Professorial posts in Retailing, currently at the University of Manchester, UK.  He has published several books and over 150 research outputs, including in the Journal of Retailing and the Harvard Business Review.  Best paper awards include those at the World Marketing Congress and the 2014 Academy of Marketing Science.