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Retail Marketing Management: Principles and Practice

Helen Goworek, Peter McGoldrick · ISBN 9780273758747
Retail Marketing Management: Principles and Practice | Zookal Textbooks | Zookal Textbooks
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Publisher Pearson Education UK
Author(s) Helen Goworek / Peter McGoldrick
Edition 1
Published 16th July 2015
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The unique approach of Retail Marketing combines theory with current retail concepts and international examples. It starts by looking at the nature of retailing as an activity and then introduces retail marketing, followed by a discussion of consumer behaviour, the retail marketing mix, and other important issues such as location strategies, branding, the application of IT and ethics. The author takes an integrated approach to explaining the process of internationalisation which is reinforced by a wealth of international examples.


The book is ideal for undergraduate and postgraduate students taking courses in retail marketing as well as those studying for marketing and business degrees where retail marketing is a core module.

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