Retail marketing management : principles and practice / / Helen Goworek, Peter McGoldrick

• Autore: Goworek Helen
• Pubblicazione: Harlow, : Pearson, 2015; Harlow, England : , : Pearson, , 2015
• Descrizione fisica: 1 online resource (xvii, 350 p.) : ill
• Disciplina: 658.87
• Soggetto topico: Marketing - Management; Retail trade
• Soggetto genere / forma: Libros electrónicos.
• Altri autori: McGoldrickPeter J
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: 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.
• Sommario/riassunto: 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.
• Titolo autorizzato: Retail marketing management
• ISBN: 1-78764-563-0; 0-273-75878-0
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910151648803321
• Lo trovi qui: Univ. Federico II
• Serie: Always learning.