Retail Science

Author: Chen Yihuan
Publisher:
Publish Date: 2004-03-01
Features: This book strives to fully reflect the latest research findings in domestic and international retail theory in recent years, including new experiences and developments in retail strategy, tactics, methods, and approaches. Therefore, this book has the following features:
① A relatively complete retail theory system, covering the essence of retail theory;
② Emphasis on store management, establishing competitive advantages by creating an attractive environment and providing high-quality customer service;
③ Focus on customer service, featuring both theoretical descriptions and introductions to successful retail experiences;
④ Entrepreneurship orientation, providing information to help those interested in entrepreneurship establish their own businesses and manage them effectively;
⑤ Unity of comprehensiveness, systematicity, and operability. In addition to elaborating on basic retail theory, the book offers numerous cases of domestic and international retail activities, supplementary readings, and more, which will surely stimulate readers' interest in learning and research and enhance their confidence in application. This book is suitable as a textbook for marketing, business administration, and economic trade majors in universities, as well as for MBA students and related fields.
China's retail industry is now facing the question of how to break out of its current or (difficulties or misconceptions). The publication of this book hopes to make a modest contribution to the development of China's retail industry and fill the gap in university textbooks.