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Retail Marketing Management
Author: Helen Goworek

Product Details:
ISBN: 9780273758747
Format: Paperback
Pages: 368
Dims (mm): 198 x 264
Pub Date: 16-07-15
Pub Country: United Kingdom
Condition: NEW

Description:
'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

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  • Store location: Waitakere City, Auckland, NZ

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