LEADER 03959nam 22005293 450 001 9910554202703321 005 20231110223717.0 010 $a3-11-054382-6 024 7 $a10.1515/9783110543827 035 $a(CKB)5400000000010074 035 $a(MiAaPQ)EBC5158027 035 $a(Au-PeEL)EBL5158027 035 $a(DE-B1597)481013 035 $a(DE-B1597)9783110543827 035 $a(EXLCZ)995400000000010074 100 $a20220322d2021 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aStrategic Retail Management and Brand Management $eTrends, Tactics, and Examples 210 1$aBerlin/München/Boston :$cWalter de Gruyter GmbH,$d2021. 210 4$dİ2021. 215 $a1 online resource (456 pages) 225 1 $aDe Gruyter Studium 311 $a3-11-054383-4 327 $tFrontmatter -- $tPreface -- $tContents -- $tPart One: Strategic retail management -- $tAn overview of strategic retail management -- $t1 Strategic retail management -- $t2 Marketing mix in retailing -- $t3 E-commerce, E-tailing, and digitalization -- $tPart Two: Brand management -- $tAn overview of Brand Management -- $t4 Strategic brand management -- $t5 Branding decisions -- $t6 Brand communication -- $t7 Branding and digitalization -- $tList of References -- $tList of Figures -- $tList of Tables -- $tIndex 330 $aIn this book a comprehensive coverage of major retailing topics and contemporary issues in retailing and branding is given, including many cases and practical examples. Besides introducing the topic strategic planning in retailing and fundamentals in the fields of the marketing mix in retailing, this book builds on e-tailing and digitalization. Moreover, trends and developments in consumer behavior and consumers? purchase decisions, especially in the fast moving consumer goods market, are explained. Furthermore, this book builds on the major topic strategic brand management and branding decisions in general and in particular within the retail landscape. 330 $aThe retail industry and associated business models have gone through a significant phase of disruption. The rapid emergence of new technologies, digital business models and the evolution of social media platforms as a new sales channel continue to influence the sector. Key contextual or external trends will affect and shape the retail landscape in the years to come. Therefore, it seems important to prepare for this situation and be ready with a head start in terms of knowledge. This textbook provides its readers basic knowledge about the national and international retail sector and gives important insights into trends and developments. It deals with key trends, in particular new patterns of personal consumption, evolving geopolitical dynamics, technological advancements and structural industry shifts. Moreover, it explains why it is so important that retailers use these trends, adapt their retail strategies and tactics, create strong brands and come up with innovative, new ways of doing business. Today we are living in a challenging time for retail. This textbook tries to give insights and explanations to better understand these challenges and provide managerial implications. 410 3$aDe Gruyter Studium 606 $aBUSINESS & ECONOMICS / Sales & Selling / Management$2bisacsh 610 $aBrand Management. 610 $aBranding and Consumer Behaviour. 610 $aE-Tailing. 610 $aRetail Marketing. 610 $aStrategic Retail Management. 615 7$aBUSINESS & ECONOMICS / Sales & Selling / Management. 676 $a658.87 700 $aBerger-Grabner$b Doris$01219591 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910554202703321 996 $aStrategic Retail Management and Brand Management$92819963 997 $aUNINA