Retail management
著者
書誌事項
Retail management
（The Dryden Press series in marketing）
Dryden Press : Harcourt Brace College Publishers, c1994
2nd ed.
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注記
Includes bibliographical references
Includes index
内容説明・目次
内容説明
This integrative view of retail management blends strategic market-planning issues with tactical market programming issues. Emphasising the impact of consumer, competitive, and technological environments on retail institutions, the text presents concepts and techniques in an easy-to-understand, intuitive manner, with full-colour inserts. Features: * A strategic focus emphasizes the importance of market planning in the consumer and external environment, and demonstrates the link between marketing and financial decisions. * Opening vignettes provide a real-world, dynamic introduction to each chapter. * Boxed items include "The Entrepreneurial Edge" (focusing on issues facing small retailers), "Strategy in Action" (illustrating how chapter concepts have been put into practice) and "Research Reports" (highlighting current research findings pertaining to key text issues). * Cases include 18 short problem-oriented cases and six longer comprehensive cases that allow students to directly apply concepts to real-world situations. The Instructor's Manual includes case analyses, support for the video case on Wal-Mart, and a matrix showing which cases supplement each chapter.
* Avijit Ghosh is the Harold Price Professor of Entrepreneurship and Marketing at New York University and is well-respected as an outstanding teacher and researcher. New to this edition: * Updated and expanded coverage of trends in retailing are incorporated throughout the text, including a new section on globalization in retailing in Chapter 2, focus on retail service in Chapter 17 and emphasis on direct retailing in Chapter 16. * Franchising section in Chapter 3 has been expanded to include not only types of franchises, but also advantages and conflicts of the system, along with some guidelines for evaluating franchise offerings. * Up-to-date coverage of emerging trends addresses home shopping, geodemographic targeting, scanning, portfolio analysis, direct product profit (DPP) and speciality retailing. * Strategy in Action boxes throughout feature real-world examples of such important topics as corporate responsibility and ethics in retailing. * New videos and improved software provide additional options for instructors and students. * Each chapter contains a Summary, Key Concepts, Discussion Questions and Notes.
目次
Part I: Understanding the Retail Environment. Retailing: The Business of Creating Value. The Nature of Retail Competition. The Retailer in the Marketing Channel. The Changing Retail Environment. Part II: Designing Retail Strategy. Retail Marketing Strategy. Managing Growth and Diversification. Financial Strategy and Planning. Developing Retail Location Strategy. Trade Area Estimation and Sales Forecasting. Part III: Merchandise Management. Developing Merchandise Strategy. Implementing Merchandise Strategy. Planning for Effective Pricing. Inventory Valuation and Control. Evaluating Merchandise Performance. Part IV: Supporting the Merchandise. Creating Shopping Atmosphere. Communicating with Customers. Managing Retail Service Cases.
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