- Presents the essential topics of retail marketing and management, including retail sustainability, customer experience, merchandising and digitalization, taking into account the complex nature of retailing today
- Provides up-to-date coverage of retail entrepreneurship, ethics in retailing, reverse supply chains, multi-channel methods and communication in the 'influencer era'
- Includes real-world examples from a range of national and international retailers such as Cadbury, Tiffany and Co, Wilko and H&M Ginza, Japan
- Supported by pedagogical features such as learning outcomes, exercise questions, customer vignettes and a glossary
- Online resources: PowerPoint slides, Multiple Choice Questions, videos and interactive diagrams
Retail Marketing
Contemporary Approaches to Retailing in the Digital and Experience Economy
Learn how retailers can succeed with this textbook that covers the key concepts and practices of contemporary retail marketing and management.
Key features at a glance
EAN: 9781398617636
Edition: 1
Published:
Format: 240x170
384 pages
About the book
Retail Marketing offers an up-to-date and accessible approach that balances the key theories with real-world industry practice to show how retailers are operating in today's complex business environment.
It covers essential topics of retail marketing and management, beginning with a history of retailing practices to understand the background behind retail's position within society. It then moves on to recent innovations and trends that are leading the field today. Supported by international examples throughout, the textbook also examines topics such as strategy, customer experience, supply chains and merchandising to ensure students gain an understanding of the whole retail process.
Written by the BBC's retail expert, Sarah Montano, it also covers important discussions of ethics in retailing, sustainability considerations as well as multi-channel methods including the combined use of physical and digital channels in 'phygital' retail. Real-world examples from Cadbury, Tiffany and Co, Wilko and H&M Ginza, Japan, and vignettes from industry professionals and customers ensure students put their understanding of the theory into practice. Retail Marketing includes in-text learning features such as learning outcomes, a glossary and exercise questions. It is supported by online resources of PowerPoint slides, multiple choice questions, videos and interactive diagrams.
This textbook is ideal for postgraduate students taking modules on Retail Marketing as part of their Retail or Marketing degrees.
About the authors
Sarah Montano is Professor of Retail Marketing at University of Birmingham. She leads the modules 'Services and Retail Marketing' and 'International Marketing Strategy' for the MSc Marketing. She is the BBC's retail expert, writes for the BBC website and often appears on the BBC news and radio channels to talk about a range of retail subjects.
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