Introduction to retail marketing management

Pole, K. (2015) Introduction to retail marketing management. In: Goworek, H. and McGoldrick, P., eds. Retail Marketing Management: Principles and Practice. London: Pearson.

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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.

Item Type: Book Section
Subjects: H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products
Divisions: Faculty of Social and Applied Sciences > The Business School
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Depositing User: Mrs Kristine Pole
Date Deposited: 22 Jul 2015 11:56
Last Modified: 22 Jul 2015 11:56

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Last edited: 29/06/2016 12:23:00