This book sets out to develop a framework for retail marketing by considering retailing and thus marketing from first principles. This framework is then expanded to produce a comprehensive body of retail marketing theory and practice.

Retail Marketing is intended as core reading on specialist Retailing and Marketing Course, and supplementary reading on courses covering different aspects of business. It includes a variety of examples and cases, and covers issues that reflect the needs and interests of students from a wide variety of backgrounds. The text has a tactical/operational emphasis and will appeal to retail practitioners as well as students.

CONTENTS :

1. Introduction History Perspective

2. The Retail Environment & Different Aspects of Retailing

3. Shopping Behaviour - Store Choice and In-store Behaviour

4. Models of Retail Marketing

5. Retail Tactical Mix - Location

6. Retail Tactical Mix - Assortment & Pricing Decisions

7. Retail Tactical Mix - Promotional Decisions

8. Service As Satisfaction and As a Competitive Advantage in Retailing 9. Customer Loyalty and Related Issues

10. Customer Care, Handling Complaints and Service Recovery

11. Demand Management

12. Store Design and Layout

13. Merchandising and Relationships with Suppliers

14. Control of Retailing Sources and Use of Information for Retail Decisions

15. Strategic Aspects of Retailing Decisions

16. Alternative Forms of Retailing and Future Trends in Retailing



Case Studies are available online at www.thomsonlearning.co.uk