By: David Walters and David

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RETAIL MARKETING MANAGEMENT by David Walters and David White
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Macmillan Press, Hampshire & London - first edition ISBN:0333428153, 1987. Hardcover, 5¾" x 8¾", with dust jacket. AS NEW book in AS NEW unclipped dust jacket. Light-blue cloth-bound boards with gold type to spine, two b&w photos, over 70 tables in text, references, and index. This is a concept of retail marketing which differs from the traditional manufacturer's view. This book discusses major functions, relating them to one another and to the longer-term strategic planning issues facing retailers. Chapter topics include the environment of retail marketing; retail strategy and the role of retail marketing; the retail marketing mix; customer analysis and market segmentation; financial appraisal for retail marketing decisions; pricing; advertising; managing the supply chain; creating the retail environment; and research issues in retail marketing decisions.

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