Retail Management (The Dryden Press Series in Marketing)
By Avijit Ghosh.
Description
This integrative view of retail management blends strategic market-planning issues with tactical market programming issues. Emphasising the impact of consumer, competitive, and technological environments on retail institutions, the text presents concepts and techniques in an easy-to-understand, intuitive manner, with full-colour inserts. Features: * A strategic focus emphasizes the importance of market planning in the consumer and external environment, and demonstrates the link between marketing and financial decisions. * Opening vignettes provide a real-world, dynamic introduction to eac...
ISBN(s)
0030767490, 9780030767494
