Retail Marketing (2nd Edition)

Author: McGoldrick
Publisher:
Publish Date: 2004-07-01
Features: This book focuses on the various functions of retail marketing management and the challenges it faces, while also covering related areas such as the marketing of manufacturers, the development of shopping centers, consumer surveys, consulting, advertising, and internet services. Most of the examples and cases cited in the book are related to large, international retail businesses, but many of the concepts and strategies discussed are also applicable to smaller retailers. The book first introduces the functions of retail marketing, with some discussions centered around retail strategy. The second part explores the seven main factors of the retail marketing mix. The third part is "Retail Frontiers," examining the two primary approaches that retail businesses choose to transcend the limitations of existing markets and traditional brick-and-mortar operations, seeking new avenues for growth.