Retail Marketing Management

• Main Author: Gilbert, David (Author)
• Format: Book
• Language: English
• Published: Harlow, England Financial Times/Prentice Hall 2003
• Edition: 2nd ed
• Subjects: Marketing > Management; Retail trade
• Online Access: Click Here to View Status and Holdings.
• Physical Description: xiii, 457 pages illustrations 26 cm
• Bibliography: Includes bibliographical references and index
• ISBN: 0273655116; 9780273655114

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 behavior, 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 internationalization, and the inclusion of plenty of international examples reinforces this approach.