02458nam 2200373za 450 991015164880332120230120045447.01-78764-563-00-273-75878-0(MiAaPQ)EBC5173556(MiAaPQ)EBC5175195(MiAaPQ)EBC5137887(MiAaPQ)EBC5832937(EXLCZ)99371000000060735820190902d2015 uy 0engurcn|nnn|||||Retail marketing management[electronic resource] principles and practice /Helen Goworek, Peter McGoldrickHarlow Pearson20151 online resource (xvii, 350 p.) illIncludes bibliographical references and index.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 -- Glossary -- Index.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.MarketingManagementRetail tradeMarketingManagement.Retail trade.658.87Goworek Helen1248118McGoldrick Peter J115670BOOK9910151648803321Retail marketing management2897844UNINA