Product Details
Retail Marketing Management

Retail Marketing Management
By Mr David Gilbert

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Product Description

For undergraduate and postgraduate courses in Retail Marketing and Marketing Management, and HND Retail Marketing. The second edition of this highly successful text offers a unique approach that combines retail marketing theory with the newer retail concepts and international examples. Building on the first edition this text starts by looking at the nature of retailing as an activity, 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. This text takes an integrated approach to explaining the process of internationalisation, and the inclusion of plenty of international examples reinforces this approach.
This book is seen as one of the few that fully integrates retailing and marketing.

Product Details

  • Amazon Sales Rank: #103769 in Books
  • Published on: 2002-11-04
  • Original language: English
  • Binding: Paperback
  • 467 pages

Editorial Reviews

From the Back Cover
This, the second edition of Retail Marketing Management, is one of the few retail marketing textbooks that fully integrates retailing and marketing.

Retail Marketing Management

provides up-to-date coverage of key marketing applications for retail management, marrying the traditional retail marketing theory with the newer retail concepts.

Key features:
  • A clear and accessible writing style.
  • Learning objectives, illustrations, examples, mini case studies and revised revision questions.
  • A coherent structure, which provides a logical overview of the development of a retail marketing management strategy.

    • This edition also has expanded coverage of:

    • The retail marketing mix, with a chapter on each area
    • Retail marketing planning.
    • Retail marketing environment and retail communications.
    • Segmentation and positioning.
    • Electronic retailing
    • International aspects of regulation, control, concessions and particular consumer markets.
    • Merchandising and floor plans, with floor plan illustrations.

      • Retail Marketing Management will be invaluable for students of retail marketing and retail marketing management at undergraduate level, as well as those studying retailing, retail studies and retail management at undergraduate level. HND students of Retail Marketing will also find the text useful.

      David Gilbert is a Professor of Marketing at the Surrey European Management School, University of Surrey.

      Customer Reviews

      This book is a bible for all Retailers!5
      As a 25-year-old entrepreneur looking to start up my own business in the retail jewellery industry this book has come in extremely useful. The book covers every aspect of retail marketing from choosing a location to understanding the behaviour of potential customers. The book has been very well written and easy to understand. Every detail has been taken into great depth, keeping any reader interested.

      Many books require the reader to have the prerequisite of a high understanding in the subject in order to understand the text and the subject in hand. In 'Retail Marketing Management' this is not the case. Any individual, no matter what their level of understanding is in retail marketing can easily comprehend the subject.

      From my own experience, this book has proven very useful in the start up of my business and would recommend it to anybody within the industry, or looking to enter the industry.

      A good book covering the subject matter4
      As someone thinking of studying retailing I was looking for a book to introduce me to the subject in more depth before I took the decision to apply for a course. I found this book went into quite a bit of detail and particularly liked the case studies littered throughout the book, though I think there were far to many references to sears. I was particularly interested in the chapters on Globalisation and retail planning but felt that for a first book on the subject it was a little too complex and could have explained some points better.