Strategic retail management and brand management : trends, tactics, and examples /

In this book a comprehensive coverage of major retailing topics and contemporary issues in retailing and branding is given, including many cases and practical examples. Besides introducing the topic strategic planning in retailing and fundamentals in the fields of the marketing mix in retailing, thi...

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Hlavní autor: Berger-Grabner, Doris (Autor)
Médium: E-kniha
Jazyk:angličtina
Vydáno: München ; Wien : De Gruyter Oldenbourg, [2021]
Edice:De Gruyter Studium
Témata:
Brand Management.
Branding.
Consumer Behaviour.
E-Tailing.
Retail Marketing.
Strategic Retail Management.
BUSINESS & ECONOMICS / Sales & Selling / Management.
riadenie značky
spotrebitelsé správanie
maloobchodný marketing
strategický marketing
elektronické dokumenty
ISBN:9783110543827
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Obsah:
  • Frontmatter
  • Preface
  • Contents
  • Part One: Strategic retail management
  • An overview of strategic retail management
  • 1 Strategic retail management
  • 2 Marketing mix in retailing
  • 3 E-commerce, E-tailing, and digitalization
  • Part Two: Brand management
  • An overview of Brand Management
  • 4 Strategic brand management
  • 5 Branding decisions
  • 6 Brand communication
  • 7 Branding and digitalization
  • List of References
  • List of Figures
  • List of Tables
  • Index

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