Retail Marketing Management Principles & Practice 1st edition by Helen Goworek – Ebook PDF Instant Download/Delivery:0273758748, 978-0273758747
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ISBN 10: 0273758748
ISBN 13: 978-0273758747
Author: Helen Goworek
‘ Retail Marketing Management covers all the essential theories needed to understand the complicated business of from understanding the consumer and purchasing of the product through to store layout and communications. The writing style is easy to follow, and the text is supported by diagrams and case studies which enhance understanding and learning. I would recommend this book to anyone who wants to learn more about the retail business.’ Nicole Dunlop, Course Director, London College of Fashion, UK Retail Marketing offers a contemporary approach that combines retail marketing theory, current retail management practice and international examples. It begins 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 and ethics. The authors and expert contributors take an integrated approach to explaining the process of internationalisation, and the inclusion of international examples reinforces this approach. The book is ideal for undergraduate and postgraduate students taking courses in retailing, as well as those studying for marketing and business degrees where retail marketing is a core module. The blend of retail theory, practice and live examples will also be of interest to practitioners in retailing and related industries. Key features About the authors 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, and is currently at the University of Manchester, UK. He has published several books and over 150 research papers and articles, which have appeared in the Journal of Retailing and Harvard Business Review, among others. Best Paper awards include those at the World Marketing Congress and the 2014 Academy of Marketing Science.
Retail Marketing Management Principles & Practice 1st Table of contents:
CHAPTER 1 Introduction to retail marketing management
Introduction
Definitions of retailing
History and development of retail marketing
The development and scope of retail marketing theory and practice
Retail industry associations
Retailer categories
Retail business formats
Non-store retailing (home shopping)
Retail concepts and theories
The retail life cycle
Recent developments affecting the retail environment
Retailing management
The future of retailing
Studying retail marketing
Exercises and questions
References
Further reading
Case study: Re-evaluating the store
CHAPTER 2 Retail marketing strategy
Introduction
Retail marketing strategy
Retail marketing planning
Situation analysis
SWOT analysis
Mission statements
Setting goals and objectives
Identifying consumers
Developing retail strategies
Implementation of the marketing plan
Internal and external marketing audits
Market attractiveness
Value chain
Sources of competitive advantage
Market penetration and diversification
Portfolio analysis
Competitive marketing objectives
Marketing strategy in relation to HRM and finance strategy
Chapter summary
Exercises and questions
References
Further reading
Case study: WH Smith upbeat despite sales doldrums
CHAPTER 3 Retail consumer behaviour and market segmentation
Introduction
Retail consumer behaviour and attitudes
Consumer motivation and needs
Consumer decision-making
Experiential consumer behaviour
Influences on consumer purchasing behaviour
Customer loyalty
Negative consumer behaviour
Customer profiles
Retail marketing research
Chapter summary
Exercises and questions
References
Further reading
Case study: Targeting the female consumer
CHAPTER 4 Retail product and brand management
Introduction
New product development
The Product Life Cycle
Retail product assortment
The product/service continuum
Brand management
Brand names
Brand identity and brand image
Brand equity
Brand extensions
Retail brand positioning – perceptual maps
Rebranding
Branded and own-label merchandise
Chapter summary
Exercises and questions
References
Further reading
Case study: GLOBAL brands – ups and downs: Consumers luxuriate in shopping on the web
CHAPTER 5 Retail buying and merchandising
Introduction
Buying and merchandising roles
Centralised and decentralised buying
Organisational buying theories
Buying branded and ‘designer’ merchandise
Buying own-label merchandise
The retail buying cycle
Retail buying for online and mail order (home shopping) companies
Supply chain management and stock control by retailers
Retail space planning and allocation
Retail sales forecasting and budget planning
Chapter summary
Exercises and questions
References
Further reading
Case study: Supply chain – back to the source
CHAPTER 6 Retail pricing
Introduction
Retail market levels – mass market, middle market and luxury
Retail pricing – objectives and strategies
Implementing demand-based pricing strategies
Calculating retail prices
Price elasticity
The relationship between price and value
Markdowns: seasonal sales, reductions and offers
Chapter summary
Exercises and questions
References
Further reading
Case study: Price Wars threaten to reshape landscape of supermarkets
CHAPTER 7 Retail marketing communications By Helen Goworek and Kristine Pole
Introduction
Retail marketing communication strategies
Retail advertising
Public relations
Sponsorship
Sales promotions
Direct marketing
Retail marketing communications via digital and social media
Word-of-mouth
Personal selling
Relationship marketing
Chapter summary
Exercises and questions
References
Further reading
Case study: Marketing communications at Superdry
CHAPTER 8 Retail location By John Pal
Introduction
Why are locations important – even in the digital world?
A framework for location decision-making
What types of locations do retailers use?
How do retailers make location decisions?
Site-specific issues
The planning system
Chapter summary
Exercises and questions
References
Case study: Rolling out a new breed of local discount store
CHAPTER 9 Retail design and layout
Introduction
Retail store design
Visual merchandising
Retail atmosphere
The non-store retail selling environment
Chapter summary
Exercises and questions
References
Further reading
Case study: Anthropologie moves out of London
CHAPTER 10 Retail customer service By Sheilagh Resnick
Introduction
Characteristics of services
Service quality models
The service encounter
Electronic service delivery
Service culture
Service recovery
Chapter summary
Exercises and questions
References
Further reading
Case study 1: Customer service at Boots UK
Case study 2: Self-scan checkouts
CHAPTER 11 Multichannel retailing By Anthony Kent
Introduction
Mail order
Direct marketing
Online retailing
Consumer engagement
Long tail effect
New technology
Website design
Online communications
Fulfilment and delivery systems
Multichannel retailing
Chapter summary
Exercises and questions
References
Further reading
Case study: Asos
CHAPTER 12 Legislation and ethics in retailing
Introduction
Legislation and regulations affecting retailing
Pricing
Promotion
Product
Place (location)
Legislation and ethics within the extended marketing mix
Sustainability and corporate social responsibility
Social sustainability
Environmental sustainability
Chapter summary
Exercises and questions
References
Further reading
Case study: Some challenges in product sourcing in global retail supply chains
CHAPTER 13 International retail marketing and emerging markets By Lisa Qixun Siebers
Introduction
Defining international retailing
International retailing and its development
The international retail environment: an emerging market perspective
Psychic distance
Infrastructure and distribution in emerging markets
Retail internationalisation strategies
Chapter summary
Exercises and questions
References
Further reading
Case study: Indonesia’s ecommerce industry awakens
Glossary
Index
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Tags: Helen Goworek, Retail Marketing, Management Principles