Introduction to retail marketing management

Book chapter


Pole, K. 2015. Introduction to retail marketing management. in: Goworek, H. and McGoldrick, P. (ed.) Retail Marketing Management: Principles and Practice London Pearson.
AuthorsPole, K.
EditorsGoworek, H. and McGoldrick, P.
Abstract

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.

Year2015
Book titleRetail Marketing Management: Principles and Practice
PublisherPearson
Output statusPublished
Place of publicationLondon
Publication dates
Print16 Jul 2015
Publication process dates
Deposited22 Jul 2015
Digital Object Identifier (DOI)https://doi.org/9780273758747
Related URLhttp://www.pearsoned.co.uk/bookshop/detail.asp?item=100000000429945
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