Retail Marketing  book cover
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1st Edition

Retail Marketing





ISBN 9789001807924
Published March 26, 2015 by Routledge
576 Pages

 
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Book Description

In today's turbulent business environment, maintaining and optimizing retail strategies are of crucial importance. Retail Marketing is a complete guide to how retailing works in the non-food sector.

Focusing on operational applications of retailing, this textbook puts students on the inside track to success in the fast-moving retail industry. This new edition offers an integrated approah to internet and cross-channel retailing and adds new material on lost sales and market research in addition to coverig new research.

Retail Marketing is a comprehensive textbook for students in this area and provides the perfect overview for anyone interested in this vital industry.

Table of Contents

Part 1: The Retail Sector 1. Retail Marketing 2. Retail in the Netherlands  3. Retail Sales in International Perspective 4. Trends in Retail Towards 2020  Part 2: The Strategic Process in the Retail Market  5. The Strategic Process in Retail  6. The Strategic Process in the Retail: A closer look  7. Dynamics in Retail  Part 3: External Analysis  8. Environmental Analysis  9. Competitive Analysis  Part 4: Internal Analysis  10. The Concept of Turnover in Commercial Retail  11. Revenue Analysis  12. Revenue from Product 13. Profitability  Part 5: From Analysis to Strategy  14. SWOT to Marketing  15. Audience or Target  16. Product or Range  17. Location of the Establishment  18. Price  19. Promotion  Part 6: Internal Marketing  20. Staff  21. Physical Distribution  22. Presentation  Part 7: Control  23. Control the Execution  24. Control Instruments

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Author(s)

Biography

Frank Quix is Managing Director of Q&A Research and consultancy, the Netherlands

Rob van der Kind is Professor of Strategic Retail Marketing at the University of Amsterdam, the Netherlands