ENGLISH

Retail marketing & management

By David , Gilbert

Book information

Publisher
Financial Times Prentice Hall (a Pearson Education Company)
ISBN
0273655116, 9780273655114
Language
english
Format
PDF
Filesize
5 MB (5627730 bytes)
Edition
2nd ed
Pages
400 pages: illustrations; 25 cm\473
Time added
2020-11-29 04:16:29

Description

The second edition of this text offers an approach that marries retail marketing theory with the newer retail concepts and international examples. Building on the first edition, the book starts by looking at the nature of retailing as an activity, 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. It takes an intergrated approach to explaining the process of internalization, and the inclusion of plenty of international examples reinforces this approach.

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