Retail marketing management
著者
書誌事項
Retail marketing management
Macmillan, 1987
- paperback
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注記
Includes index
内容説明・目次
- 巻冊次
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ISBN 9780333428153
内容説明
Introducing a concept of retail marketing which differs from the traditional manufacturers' view, this book discusses major functions, relating them to one another and to the longer-term strategic planning issues facing retailers. '...in the light of the importance of the retailing sector, David Walters and David White are to be commended on producing a text that lucidly describes the way retailers can adapt the marketing mix to their advantage.' Journal of the Market Research Societ y
目次
List of Figures - List of Tables - List of Plates - Preface - The Environment of Retail Marketing - Retailing Strategy and the Role of Retail Marketing in Strategic Decisions - The Retail Marketing Mix - Customer Analysis and Market Segmentation - Financial Appraisal for Retail Marketing Decisions - Merchandise Management: Marketing Considerations - Merchandise Management: Financial Considerations - Pricing in the Retail Marketing Mix - Advertising in the Retail Marketing Mix - Managing the Supply Chain - Creating the Retail Environment - Research Issues in Retail Marketing Decisions - Index
- 巻冊次
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paperback ISBN 9780333485804
内容説明
This book is an introduction to a concept of retail marketing which differs from the traditional manufacturers' view. This book discusses major functions, relating them to one another and to the longer-term strategic planning issues facing retailers. The author also wrote "Futures for Physical Distribution in the UK Food Industry" and was co-author of "Introduction to Marketing", "Distribution Planning and Control", "Effective Distribution Management" and "Strategy in Retailing".
目次
List of Figures - List of Tables - List of Plates - Preface - The Environment of Retail Marketing - Retailing Strategy and the Role of Retail Marketing in Strategic Decisions - The Retail Marketing Mix - Customer Analysis and Market Segmentation - Financial Appraisal for Retail Marketing Decisions - Merchandise Management: Marketing Considerations - Merchandise Management: Financial Considerations - Pricing in the Retail Marketing Mix - Advertising in the Retail Marketing Mix - Managing the Supply Chain - Creating the Retail Environment - Research Issues in Retail Marketing Decisions - Index
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