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retail marketing management

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www.pearson-books.com helen goworek peter mcgoldrick principles and practiceprinciples and practice retail marketing management cover photo: anya hindmarch interior © andrew meredith 2014 retail marketing management 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 …
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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 covers all the essential theories needed to understand the complicated business of retail: 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 cvr_gowo8747_01_se_cvr.indd 1 10/06/2015 …
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n should be obtained from the publisher or, where applicable, a licence permitting restricted copying in the united kingdom should be obtained from the copyright licensing agency ltd, saffron house, 6–10 kirby street, london ec1n 8ts. the epublication is protected by copyright and must not be copied, reproduced, transferred, distributed, leased, licensed or publicly performed or used in any way except as specifically permitted in writing by the publishers, as allowed under the terms and conditions under which it was purchased, or as strictly permitted by applicable copyright law. any unauthorised distribution or use of this text may be a direct infringement of the authors’ and the publisher’s rights and those responsible may be liable in law accordingly. all trademarks used herein are the property of their respective owners. the use of any trademark in this text does not vest in the authors or publisher any trademark ownership rights in …
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oss references refer to the print edition a01_gowo8747_01_se_fm.indd 4 11/06/15 4:14 pm http://www.pearson.com/uk brief contents xiii preface xiv about the authors xv acknowledgements 1 chapter 1 introduction to retail marketing management 33 chapter 2 retail marketing strategy 55 chapter 3 retail consumer behaviour and market segmentation 83 chapter 4 retail product and brand management 109 chapter 5 retail buying and merchandising 136 chapter 6 retail pricing 161 chapter 7 retail marketing communications 190 chapter 8 retail location 216 chapter 9 retail design and layout 246 chapter 10 retail customer service 266 chapter 11 multichannel retailing 289 chapter 12 legislation and ethics in retailing 311 chapter 13 international retail marketing and emerging markets 331 glossary 337 index a01_gowo8747_01_se_fm.indd 5 11/06/15 4:14 pm a01_gowo8747_01_se_fm.indd 6 11/06/15 4:14 pm contents xiii preface xiv about the authors xv acknowledgements 1 chapter 1 introduction to retail marketing management 2 introduction 2 definitions of retailing 4 …
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15 4:14 pm viii contents 48 sources of competitive advantage 48 market penetration and diversification 49 portfolio analysis 49 competitive marketing objectives 50 marketing strategy in relation to hrm and finance strategy 50 chapter summary 51 exercises and questions 51 references 52 further reading 53 case study: wh smith upbeat despite sales doldrums 55 chapter 3 retail consumer behaviour and market segmentation 56 introduction 56 retail consumer behaviour and attitudes 57 consumer motivation and needs 58 consumer decision-making 61 experiential consumer behaviour 61 influences on consumer purchasing behaviour 66 customer loyalty 67 negative consumer behaviour 72 customer profiles 73 retail marketing research 76 chapter summary 76 exercises and questions 77 references 80 further reading 81 case study: targeting the female consumer 83 chapter 4 retail product and brand management 84 introduction 84 new product development 86 the product life cycle 91 retail product assortment 92 the product/service continuum 93 brand …

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www.pearson-books.com helen goworek peter mcgoldrick principles and practiceprinciples and practice retail marketing management cover photo: anya hindmarch interior © andrew meredith 2014 retail marketing management 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 ide...

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