Strategic marketing for success in retailing
This text offers a foundation in what marketing theory is and how it can be linked to retailing practice. It emphasizes small retail decision-making processes, and discusses human resource development, information technology, control mechanisms and the international aspects of retailing.
xxiii, 387 pages : illustrations ; 24 cm
9781567201864, 1567201865
38216347
1. Introduction: Retail Marketing Strategy
An Overview of Differential Congruence
2. Multiple Layers of Retail Competition
3. Changing Retail Population and Managerial Implications
4. Intermarket Shopping Behavior
5. Downtowns, Shopping Centers, and Local Clusters: The Retail Evolution
6. From Market Potentials to Capitalization
7. Adjusting Retail Marketing Strategies to Consumer Behavior
8. Heterogeneity of Retail Markets
9. Retail Marketing Strategy Alternatives
10. Developing and Measuring the Store Image
11. Retail Image Perceived by Different Constituencies and the Congruence Factor
12. Human Resource Management in Retailing
13. Developing a Retail Communication Mix
14. Merchandise Mix Development
15. Pricing Strategies for Retailers
16. Retail Information Management Systems and the Emerging Information Technology
17. Strategic Control for Retailers