Retail Marketing

ISBN-13: 9781138141230 / Angielski / Twarda / 2017 / 576 str.

Frank Quix; Van Der Kind Rob

Opis

In today's turbulent business environment, maintaining and optimizing retail strategies are of crucial importance. Retail Marketing is a complete guide to how retailing works in the non-food sector. Focusing on operational applications of retailing, this textbook puts students on the inside track to success in the fast-moving retail industry. This new edition offers an integrated approah to internet and cross-channel retailing and adds new material on lost sales and market research in addition to coverig new research. Retail Marketing is a comprehensive textbook for students in this area and provides the perfect overview for anyone interested in this vital industry.

Spis treści

Part 1: The Retail Sector 1. Retail Marketing 2. Retail in the Netherlands  3. Retail Sales in International Perspective 4. Trends in Retail Towards 2020  Part 2: The Strategic Process in the Retail Market  5. The Strategic Process in Retail  6. The Strategic Process in the Retail: A closer look  7. Dynamics in Retail  Part 3: External Analysis  8. Environmental Analysis  9. Competitive Analysis  Part 4: Internal Analysis  10. The Concept of Turnover in Commercial Retail  11. Revenue Analysis  12. Revenue from Product 13. Profitability  Part 5: From Analysis to Strategy  14. SWOT to Marketing  15. Audience or Target  16. Product or Range  17. Location of the Establishment  18. Price  19. Promotion  Part 6: Internal Marketing  20. Staff  21. Physical Distribution  22. Presentation  Part 7: Control  23. Control the Execution  24. Control Instruments