Edition International student edition
OverviewThis best-selling textbook is known for its strategic look at retailing and very current coverage, with text organized around a model of strategic decision-making. It provides a balanced treatment of strategic, "how to," and conceptual material, in a highly readable and interesting format. The fifth edition continues its cutting edge coverage on the latest topics and developments in retailing including globalisation, customer relationship management programs, multi-channel retailing, supply chain management, and the use of the Internet to improve operating efficiencies and customer service. Students indicate that this text is a "good read" because of the numerous examples of retailers, their practices, the interesting retail facts in the margins, and eye catching design and layout. - A new chapter on multi-channel marketing replaces the e-retailing chapter, and describes the opportunities and challenges retailers face interacting with customers through multiple channels: stores, catalogues and the Internet. - A new chapter on customer relationship management examines how retailers are using customer databases to build repeat business and realise a greater share of wallet from key customers. - Each chapter features "Go Out And Do It" exercises, which suggest projects that students can undertake by visiting local retail stores, surfing the Internet, or using the student CD accompanying the textbook.
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