Retail Marketing offers an up-to-date and accessible approach that balances the key theories with real-world industry practice to show how retailers are operating in today's complex business environment.
It covers essential topics of retail marketing and management, beginning with a history of retailing practices to understand the background behind retail's position within society. It then moves on to recent innovations and trends that are leading the field today. Supported by international examples throughout, the textbook also examines topics such as strategy, customer experience, supply chains and merchandising to ensure students gain an understanding of the whole retail process.
Written by the BBC's retail expert, Sarah Montano, it also covers important discussions of ethics in retailing, sustainability considerations as well as multi-channel methods including the combined use of physical and digital channels in 'phygital' retail. Real-world examples from Cadbury, Tiffany and Co, Wilko and H&M Ginza, Japan, and vignettes from industry professionals and customers ensure students put their understanding of the theory into practice.
Retail Marketing
includes in-text learning features such as learning outcomes, a glossary and exercise questions. It is supported by online resources of PowerPoint slides, multiple choice questions, videos and interactive diagrams.
This textbook is ideal for postgraduate students taking modules on Retail Marketing as part of their Retail or Marketing degrees.
Sprache
Verlagsort
Zielgruppe
Für Beruf und Forschung
Für höhere Schule und Studium
Produkt-Hinweis
Maße
ISBN-13
978-1-3986-1766-7 (9781398617667)
Schweitzer Klassifikation
Autor*in
Sarah Montano is Professor of Retail Marketing at University of Birmingham. She leads the modules 'Services and Retail Marketing' and 'International Marketing Strategy' for the MSc Marketing. She is the BBC's retail expert, writes for the College Blog and the BBC website and often appears on the BBC news and radio channels to talk about a range of retail subjects such as Cyber Monday.
She is currently Deputy Director of Education (Digital) for the College of Social Sciences where she leads in the use of digital education resources and the development of distance learning programmes. Prior to working in academia, she worked in retail at a senior management level. Her academic area of research is retail and consumer behaviour, with particular focus on understanding the role of retail in creating community third spaces.
