Retail marketing management /
Gilbert, David, 1947 March 2-
Retail marketing management / David Gilbert. - 2nd ed. - Noida; Dorling Kindersley (India) Pvt. Ltd., c2003. - xiii, 457 p. : ill. ; 24 cm.
Previous ed.: 1999.
Includes bibliographies and index.
About the contributors Preface 1. An Introduction to retailing as an activity 2. An introduction to retail marketing 3. Consumer behaviour and retail operations 4. The management of service and quality in retailing 5. The retail marketing mix and product 6. Merchandise Management 7. Retail pricing 8. Retail promotion 9. Retail logistics and distribution 10. Methods and approaches to retail marketing planning 11. Retail location strategies and decisions 12. The management of a retail brand 13. The applications of It to retail marketing 14. Consumerism and ethics in retailing 15. International retailing 16. The future of retailing TOC
Building on the first edition, the text starts by looking at the nature of retailing as an activity, then introduces retail marketing, followed by a discussion of consumer behaviour, the retail marketing mix, and other issues such as location strategies, branding, the application of IT and ethics.
0273655116 9788177588255
2004351448
Marketing--Management.
Retail trade.
HF5415.13 / .G479 2003
658.87 / GIR 2003
Retail marketing management / David Gilbert. - 2nd ed. - Noida; Dorling Kindersley (India) Pvt. Ltd., c2003. - xiii, 457 p. : ill. ; 24 cm.
Previous ed.: 1999.
Includes bibliographies and index.
About the contributors Preface 1. An Introduction to retailing as an activity 2. An introduction to retail marketing 3. Consumer behaviour and retail operations 4. The management of service and quality in retailing 5. The retail marketing mix and product 6. Merchandise Management 7. Retail pricing 8. Retail promotion 9. Retail logistics and distribution 10. Methods and approaches to retail marketing planning 11. Retail location strategies and decisions 12. The management of a retail brand 13. The applications of It to retail marketing 14. Consumerism and ethics in retailing 15. International retailing 16. The future of retailing TOC
Building on the first edition, the text starts by looking at the nature of retailing as an activity, then introduces retail marketing, followed by a discussion of consumer behaviour, the retail marketing mix, and other issues such as location strategies, branding, the application of IT and ethics.
0273655116 9788177588255
2004351448
Marketing--Management.
Retail trade.
HF5415.13 / .G479 2003
658.87 / GIR 2003