Retail Marketing

By: Gary Akehurst (Editor), Nicholas Alexander (Editor)

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Hardcover | 11 November 2004 | Edition Number 1

At a Glance

Hardcover
252 Pages

Dimensions(cm)
22.9 x 15.2 x 1.75

Hardcover

RRP $336.00

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First published in 2004, This collection explores the emerging and diverse world of retail marketing by tracing its development from the 1980s to the present day. The market-driven retail company shows concern for the customer throughout the organisation, throughout all functions and departments. Such a company tries to understand how customers choose their purchases, the criteria they use, and attempts to ensure that it is more successful in meeting customer requirements than the competition. Retail Marketing discusses what range of products and services should be offered, where, at what price, and how these activities should be advertised, promoted and developed.

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