Course Codes : 2036MKT
Retail Marketing: A Branding and Innovation Approach
Overview"Retail Marketing" has been specifically written for tertiary students of retailing at either undergraduate or postgraduate level. The main aim of this textbook is to take students on an exciting and enjoyable journey through the major aspects of retail marketing in the Australian and New Zealand environments. It would also be suitable for business people anywhere in the supply chain who want to understand contemporary retailing theory and practice, and could also be an excellent resource for executive development programs. This TUP textbook takes an integrated learning model approach that combines theory, doing, experimenting and reflection. Key features include: a research-led approach to teaching and learning that incorporates the latest available research and encourages readers to conduct their own research; important novel concepts such as 'the total shopping experience', the 'customer-merchandise interaction', the three-way branding choice model, and, the interactive model of locational choice; coverage of small, medium & large retailers, not-for-profit retailing, as well as goods and services; and, current topics including superstore interactivity, e-retailing and the role of shopping centres as community hubs.
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