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This text provides a comprehensive introduction to Retail Marketing covering a wide range of types of retail organisation. It has a coherent structure, looking first at the nature of retail marketing, then at the environment, at consumer behaviour, segmentation and positioning and at the retail marketing mix. The book ends with chapters on retail marketing planning and control and a specific chapter on international retail marketing.
Designed to be student friendly, each chapter of the book follows a similar structure. All start with learning objectives, contain many examples and mini cases, summaries of future industry trends, revision questions, assignment tasks and lists of key terms.