The area of retailing is growing, more jobs are being created and shopping has become a major leisure activity. There are two specific dimensions to retail marketing, first how to attract customers into the retail environs - shop, restaurant, pub, or the 'virtual' internet store for instance - and second how to persuade those customers to make a purchase from that outlet. Retailing is one of the most established branches of the Marketing discipline, indeed most retailing activity predates the concept of Marketing. Retail Marketing begins with a thorough examination of the retail industry and then looks at the way marketing principles can address industry challenges. Case studies throughout provide real world examples. It includes examples and cases from European, Australasian and Asian/Pacific retailing and covers issues that reflect the needs and interests of readers from a wide variety of backgrounds. This book has a tactical/operational emphasis and will appeal to retail practitioners.Therefore it should never be forgotten that good service is both the training and motivating of employees and the creation of an ... Delivering a#39;Gooda#39; Service The obvious sequence in delivering customer service is that a retailer should: ar Recruit the right people ... service. Each of these elements will require individual attention with regards delivery, and each should be monitored on a 246 Retail Marketing.
|Author||:||Malcolm Sullivan, Dennis Adcock|
|Publisher||:||Cengage Learning EMEA - 2002|