Mr David Gilbert Retail Marketing Management

ISBN 13 : 9780273655114

Retail Marketing Management

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9780273655114: Retail Marketing Management

Book by David Gilbert

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Quatrième de couverture :

This, the second edition of Retail Marketing Management , is one of the few retail marketing textbooks that fully integrates retailing and marketing.

Retail Marketing Management

provides up-to-date coverage of key marketing applications for retail management, marrying the traditional retail marketing theory with the newer retail concepts.

Key features:
  • A clear and accessible writing style.
  • Learning objectives, illustrations, examples, mini case studies and revised revision questions.
  • A coherent structure, which provides a logical overview of the development of a retail marketing management strategy.

This edition also has expanded coverage of:

  • The retail marketing mix, with a chapter on each area
  • Retail marketing planning.
  • Retail marketing environment and retail communications.
  • Segmentation and positioning.
  • Electronic retailing
  • International aspects of regulation, control, concessions and particular consumer markets.
  • Merchandising and floor plans, with floor plan illustrations.

Retail Marketing Management will be invaluable for students of retail marketing and retail marketing management at undergraduate level, as well as those studying retailing, retail studies and retail management at undergraduate level. HND students of Retail Marketing will also find the text useful.

David Gilbert is a Professor of Marketing at the Surrey European Management School, University of Surrey.

Présentation de l'éditeur :

For undergraduate and postgraduate courses in Retail Marketing and Marketing Management, and HND Retail Marketing. The second edition of this highly successful text offers a unique approach that combines retail marketing theory with the newer retail concepts and international examples. Building on the first edition this text starts by looking at the nature of retailing as an activity, 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. This text takes an integrated approach to explaining the process of internationalisation, and the inclusion of plenty of international examples reinforces this approach.
This book is seen as one of the few that fully integrates retailing and marketing.

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Mr David Gilbert
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