Retail Marketing

ISBN Number : 978-93-5202-396-7

Student Price : Rs.240

Student Dollar Price : 10$

Book Edition : First

Year of Publication : 2018

No. Of Pages : 188

Book Weight :322

About The Book

In recent years, Retailing has become one of the important thrust areas of Commerce and Management attracting the attention of the academicians. Many books are available on Retail Marketing Management, but books on Retail Marketing are very limited. Hence, by concentrating on the various core aspects of marketing and developing the suitability of these marketing concepts for the modern retail marketing performance, the chapters in the book has been developed in an orderly fashion under eleven chapter headings.

Organized and unorganized retailing development in India is very much different from that of the developed countries. Customers are first introduced to the product at the retail store. Organisations sell their products and services through these retail outlets and get feedback on the performance of their products and customers expectations about them. Retail stores serve as a communication hubs for customers. Point of Sale (POS) and Point of Purchase (POP) advertisement in retail stores transmit information to the customers. Hence the role of retailing in marketing is very significant.

Retailing which forms an integral part of the marketing mix includes elements like Product, Price, Promotion, Place, People and Presentation. Here place related to the distribution and availability of products in various locations. Thus in retail marketing, we concentrate on 6P`s. In retail marketing as a Course, the learners are expected to know about the 6P`s namely,

-- Product and Merchandise Management (Product)
-- Retail Consumer (People)
-- Retail Pricing (Price)
-- Retail location, Planning, Design and Layout (Presentation)
-- Retail Channels (Place)
-- Retail Promotion and Communication (Promotion)

These 6P`s are presented in nine chapters, from chapter two to chapter ten. In the first chapter basic issues of retail marketing are explained and finally in chapter eleven, three real industry case studies are attached. The case studies are given for the learners to analyse from various angles of retail marketing concepts. More case studies can be presented by learners in the form of seminars and class room group discussion. The text is prepared with simple language so that even undergraduate and certificate course learners can use this book. To give a clear picture about the retail sector, suitable southern side retail store examples are given in the text. Latest developments are included by downloading from various websites side referring current retail marketing journals. Review questions at the end of each chapter is developed to suit the question pattern adopted in the southern Universities, so that the learners can have better understanding of the subject and quick revision for examination purpose.

 

Contents :

1. Chapter-I-Retail Marketing-An Overview
2. Chapter-II-Retail Consumer
3. Chapter-III-Retail Merchandising
4. Chapter-IV-Retail Pricing
5. Chapter-V-Retail Location Strategies
6. Chapter-VI-Retail Organisation
7. Chapter-VII-Retail Store Layout and Design
8. Chapter-VIII-Retail Logistics
9. Chapter-IX-Supply Chain Management
10. Chapter-X-Retail Promotion Strategies
11. Chapter-XI-Case Study

About The Author

Dr. S. Banumathy, M.com, M.Phil, MBA., PH.D., has involved herself with teaching at under-graduate, post-graduate and Research level. She joined in service at V.V.C. College for women, Virdhunagar in 1979. She has completed her B.Com, M.com., and MBA. Degree from Annamalai University and M.Phil, and Ph.d., degree from Madurai Kamarajar University. She has produced 27 M.Phil, Scholars, 3 Ph.d., Scholars and many are working for their M.Phil, and Ph.d., degree. Beside being the chairman of UO, PO and M.Phil., Boards of studies in Commerce, V.V.V. College for Women, Virudhunagar, she is also a Member in UO,PO and M.Phil., Boards of Studies in Commerce and Question Paper Setter of various Autonomus Colleges and Universities. She is also a Dean of Arts-Commerce of V.V.V. college for women, Virudhunagar. She has made participation and significant paperrpresentations in different National and International Conferences / Seminars. She has thirty publications to her credit in the referred and reputed journals. Recently, Best Teacher Award and Best Doctoral colloquium on the thesis of one of her Ph.D. Scholars Dr. T. Palaneeswary, Dept. of Commerce, The S.F.R. College for Women, Sivakasi at International Conference organized by Annamalai University, Annamalai Nagar, respectively.

Mrs. M. Jayalakshmi, M.com, M.Phil., Ph.D. has done her M.Com. at Fatima College, Madurai and M.Phil. and Ph.D. at Madurai Kamaraj University, Tamil Nadu. At present, she is working as Reader in Commerce and Curriculum Dean in the Standard Fireworks Rajaratjinam College for Women, Sivakasi, an autonomous institution Reaccredited with A Grade by NAAC. She is having 26 years of teaching experience and guiding M.Phil. research scholars. She is also a recognized guide of Madurai Kamaraj University to guide Ph.D. registrants in Commerce. She has won awared for her outstanding service in the field of education from Y’s Men Club Sivakasi. She has presented research Papers at National and International Seminars.

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