Focusing on the uniqueness of small and medium retailers, this resourceful guide is packed with practical insight and covers the gamut of retail issues, emphasizing relationship management, customer service, in-store merchandise analysis, and special promotion opportunities for smaller retailers. It also uses an analytical approach to facilitate management functions at small and midsize retailers. Drawing from 25 years of experience consulting with retailers, Dr. Samli equips small and medium-size retailers with the tools to survive ?and thrive ?in a fiercely competitive marketplace. It?s a must read for managers and entrepreneurs alike!



Table of Contents:

Preface

Acknowledgements

Introduction

Chapter 1 Retail Marketing Strategy Development

Chapter 2 Fitting into Multi-Layered Retail Competition

Chapter 3 Major Trends in the Retailing Sector

Chapter 4 The Retail Evolution

Chapter 5 Capitalizing on Market Potentials

Chapter 6 Consumer Behavior and Retail Strategy

Chapter 7 Strategy Alternatives

Chapter 8 Developing, Measuring, and Managing Store Image

Chapter 9 People Are Our Strength

Chapter 10 We Must Communicate with Our Market

Chapter 11 Developing a Merchandise Mix

Chapter 12 Pricing Is a Powerful Tool

Chapter 13 Being a Part of a Supply Chain

Chapter 14 Controlling the Store Performance



About the Author

A research professor of marketing and international business at University of North Florida, A. Coskun Samli earned his bachelor's degree from Istanbul Academy of Commercial Sciences, his MBA from the University of Detroit, and his Ph.D. from Michigan State University. He is a distinguished fellow in the Academy of Marketing Science and past chairman of the board of governors. He has written more than 250 articles and 13 books.