The unique approach of Retail Marketing combines theory with current retail concepts and international examples. It starts by looking at the nature of retailing as an activity and then introduces retail marketing, followed by a discussion of consumer behaviour, the retail marketing mix, and other important issues such as location strategies, branding, the application of IT and ethics. The author takes an integrated approach to explaining the process of internationalisation which is reinforced by a wealth of international examples.

The book is ideal for undergraduate and postgraduate students taking courses in retail marketing as well as those studying for marketing and business degrees where retail marketing is a core module.

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Auteur

Helen Goworek lectures in the School of Management at the University of Leicester, where she teaches postgraduate modules in marketing, including 'B2B Marketing and Supply Chain Management'. She is the author of two previous books about the fashion business, in addition to journal articles focusing on fashion buying and sustainability.

Dr Peter McGoldrick has held four Professorial posts in Retailing, currently at the University of Manchester, UK. He has published several books and over 150 research outputs, including in the Journal of Retailing and the Harvard Business Review. Best paper awards include those at the World Marketing Congress and the 2014 Academy of Marketing Science.

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