Thursday, January 22, 2015
Retail Marketing
This text provides a comprehensive introduction to Retail Marketing covering a wide range of types of retail organisation. It has a coherent structure, looking first at the nature of retail marketing, then at the environment, at consumer behaviour, segmentation and positioning and at the retail marketing mix. The book ends with chapters on retail marketing planning and control and a specific chapter on international retail marketing. Designed to be student friendly, each chapter of the book
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