Description
In this new text, Dhruv Grewal, a leading Professor of Marketing and Retailing, explores the complexities of the contemporary retail environment by drawing on what he refers to as the 5 Es of retailing:
- Entrepreneurial, innovative and customer-centric mindset
- Excitement
- Education
- Experience
- Engagement
These are illustrated using a wide range of examples such as Tesco, Kroger, Zara, Wholefoods, Groupon, and Amazon. Together, the framework and examples enable readers to navigate today's challenging retail environment made up of social media, retailing analytics and online and mobile shopping. Retail Marketing Management is essential reading for students of retailing and marketing, as well as practitioners working in retail today.
Author: Dhruv Grewal
Publisher: Sage Publications Ltd
Published: 01/22/2019
Pages: 200
Binding Type: Paperback
Weight: 0.85lbs
Size: 9.40h x 6.60w x 0.50d
ISBN13: 9781526446855
ISBN10: 1526446855
BISAC Categories:
- Business & Economics | Marketing | General
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