TY  - BOOK
AU  - Chaudhary, Prashant
TI  - Retail marketing in the modern age
SN  - 9789351508694
U1  - 658.827  
PY  - 2016///
CY  - New Delhi
PB  - Sage Publications India Pvt. Ltd.
KW  - Marketing
KW  - Retail trade
N1  - Table of content

Preface    Acknowledgements    Fundamentals of Retailing    Retail Formats and Classification of Retailers    E-Retailing    Business Environment for E-Retailing    Positioning and Promotion: Pragmatism with Romanticism    Merchandise Management and Private Label Brands    Retail Pricing: Strategies and Techniques    Managing People: HRM in Retailing    Physical Environment and Pervasive Creativity: Bringing the Retail Store Alive    Location Strategy    The Pyramid of Performance    Patronage Loyalty and Customer Relationship Management    Public Relations and Strategic CSR    Store Management    Mall Management    Bibliography    Index 
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N2  - What differentiates one brand from the others in the retail industry? What does brand experience and promise mean, and what does it take to build store patronage loyalty? 

Retail Marketing in the Modern Age delves deep into contemporary retail marketing concepts and strategies that are instrumental in creating and building successful retail brands across the globe.

Drawing from his professional experience in retail industry, the author discusses the factors influencing the patronage behavior of customers in a lucid and accessible language. It essentially focuses on the traditional and extended retail marketing mix elements in the context of modern retailing. By virtue of this approach, the book fills the existing content and literature gap and at the same time captures the essence of new-age retail marketing.

Key Features

• Up-to-date coverage of new formats of retailing such as omni-channel retailing

• Focus on social media marketing and social media analytics, which are now crucial in designing digital marketing and public relations strategies and tactics

• Practical orientation with multiple examples, cases, and exercises requiring critical understanding of concepts
ER  -