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Über diesen Titel:
Retail Marketing has been specifically written for tertiary students of retailing at either undergraduate or postgraduate level. The main aim of this textbook is to take students on an exciting and enjoyable journey through the major aspects of retail marketing. It would also be suitable for business people anywhere in the supply chain who want to understand contemporary retailing theory and practice, and could also be an excellent resource for executive development programs.
As the retailing world continues to change dramatically and irrevocably, the best way for retailers to succeed in such a turbulent context is to have sharper, more purposeful retail strategies underpinned by retailer branding and innovation.
This TUP textbook takes an integrated learning model approach that combines theory, doing, experimenting and reflection. Key features include:
* A research-led approach to teaching and learning that incorporates the latest available research and encourages readers to conduct their own research;
* Important concepts such as ?the total shopping experience?, the ?customer-merchandise interaction?, the three-way branding choice model, and the interactive model of locational choice;
* Coverage of small, medium and large retailers, not-for-profit retailing, as well as goods and services; and
* Current topics including superstore interactivity, e-retailing and the role of shopping centers as community hubs.
Über den Autor: DALE MILLER is one of Australia?s leading retailing academics, particularly in retail innovation and branding, retail history and archival research. She lectures in retail branding and innovation, retail marketing, shopping mall marketing and management, e-retailing, and marketing channels and retail supply chains in the Department of Marketing, Griffith University in Queensland. Her research focuses on retail and distribution innovation and branding, cross-cultural retailing, branding communities and retail business history, and has been published in various international scholarly journals. Dale has authored and co-authored books, book chapters and case studies.
Titel: Retail Marketing
Verlag: Tilde University Press
Einband: Soft cover
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Lewiston, NY, USA
AbeBooks Verkäufer seit 7. Mai 2014
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