Retail Marketing

In today's turbulent business environment, maintaining and optimizing retail strategies are of crucial importance. Retail Marketing is a complete guide to how retailing works in the non-food sector. Focusing on operational applications of retailing,this textbook puts students on the inside track to success in the fast-moving retail industry. This new edition offers an integrated approah to internet and cross-channel retailing and adds new material onlost sales and market researchin addition tocoverig new research. Retail Marketing is a comprehensive textbook for students in this area and provides the perfect overview for anyone interested in this vital industry.

Part 1:The Retail Sector1. Retail Marketing 2. Retail in the Netherlands 3. Retail Sales in International Perspective 4. Trends in Retail Towards 2020 Part 2: The Strategic Process in the Retail Market 5. The Strategic Process in Retail 6. The Strategic Process in the Retail:Acloser look 7. Dynamics in Retail Part 3:External Analysis 8. Environmental Analysis 9. Competitive Analysis Part 4: Internal Analysis 10. The Concept of Turnover in Commercial Retail 11. Revenue Analysis 12. Revenue from Product 13. Profitability Part 5: From Analysis to Strategy 14. SWOT to Marketing 15. Audience or Target 16. Product or Range 17. Location of the Establishment 18. Price 19. Promotion Part 6: Internal Marketing 20. Staff 21. Physical Distribution 22. Presentation Part 7: Control 23. Control the Execution 24. Control Instruments

Frank Quixis Managing Director of Q&A Research and consultancy, the Netherlands Rob van der Kind is Professor of Strategic Retail Marketing at the University of Amsterdam, the Netherlands