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Principles of Retailing
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Artikel-Nr:
9781138791947
Veröffentl:
2015
Erscheinungsdatum:
24.06.2015
Seiten:
350
Autor:
John Fernie
Gewicht:
658 g
Format:
231x157x23 mm
Sprache:
Englisch
Beschreibung:
John Fernie is Emeritus Professor of Retail Marketing at Heriot-Watt University and Honorary Professor at the University of St Andrews. He was Director of the Institute for Retail Studies at Stirling University prior to becoming Head of the School of Management& Languages at Heriot-Watt.
To be strong candidates for careers in retail, one of the biggest and most important sectors in today's economy, graduates need a solid knowledge of its core principles. The Principles of Retailing Second Edition is a topical, engaging and authoritative update of a hugely successful textbook by three leading experts in retail management designed to be a digestible introduction to retailing for management and marketing students.
1.The Retail Environment 2.Theories of Retail Change 3.Strategic Retail Marketing 1 - The Strategic Planning Process 4.Strategic Retail Marketing 2 - Market Segmentation and the Service Marketing Mix 5.Internationalisation of Retailing 6.Electronic Commerce and Retailing 7.Product Management 8.Offshore Sourcing and Corporate Social Responsibility (CSR) 9. Retail Logistics 10.Adding Value through Customer Service 11.Visual Merchandising and Retail Selling 12.Retail Security