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Retail Marketing Management: An Omnichannel Perspective.
・ISBN 978-3-032-38621-2 hard EUR 89.99
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| 著者・編者 | Stoyanov, Dobromir Kirilov, |
|---|---|
| 出版社 | (Springer Nature Switzerland AG, SZ) |
| 出版年月 | 2026 |
| ページ数 | 132 pp. |
| 言語 | ENG |
| ニュース番号 | ＜A05-88557＞ |
解説
This textbook presents retail marketing management as a clear four-step process: analyzing the business environment, planning the retail marketing strategy, executing retail programs, and controlling performance. Each chapter focuses on one stage of this journey, guiding readers step by step from foundational analysis to practical implementation and evaluation. By the end, readers gain a comprehensive understanding of how to design, execute, and refine effective retail strategies in today's omnichannel landscape. Drawing on more than 20 years of the author's teaching and professional experience in retail marketing, distribution management, and logistics, the book blends academic rigor with real-world insight. It integrates up-to-date frameworks, international case studies, and practical tools, making it an essential resource for students, educators, and practitioners seeking to master the complexities of modern retail marketing. The book is rich in self-explanatory visual materials, including Figures, and schematic illustrations which make conventionally complex strategic and operational retail marketing concepts more accessible and facilitate deeper understanding.