Description

This book focuses on the marketing dimension of retailing. This book analyses the concepts and practices in developed retail markets and illustrates their applications in the Indian context. It is suitable for students, teachers, managers, entrepreneurs and practitioners interested in the retail business.

Retail Marketing Management will be invaluable for students of retail marketing and retail marketing management at undergraduate level, as well as those studying retailing, retail studies and retail management at undergraduate level. HND students of Retail Marketing will also find the text useful. This text takes an integrated approach to explaining the process of internationalization and the inclusion of plenty of international examples reinforces this approach.

The practice of modern retailing has changed much more rapidly than our frameworks and managerial insights. Dr.N.Muthuselvi and Mrs.S.Sybil Margaret Naveena have presented us with a new organizing framework to shape our views of modern retailing and supports it with lots of interviews and examples from today’s retailing leaders. For those who are working to shape the future of retailing, this book will serve as a must-read volume that will become a mandatory guidebook.