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International Retail Marketing: a Case Study Approach

International Retail Marketing: a Case Study Approach

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  • ISBN:9780750657488
  • Editorial: Butterworth-Heinemann
  • Fecha de la edición:
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  • Dimensiones: 0 cm x 0 cm
  • Nº Pág.:250
  • Idiomas:Ingles,Inglés

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This title combines a broad thematic overview of the key issues concerning international retail marketing with a series of case studies presenting examples of industry pratice from various organizations and sectors. The first section of the book offers an accessible and wide-ranging outline of the fundamentals of the subject, covering trends in retail marketing, including the dynamics of internationalism; strategy and logics; buying and merchandise management; communications; and retail design management. The second part, authored by academics and practitioners from Europe, the US and Asia, comprises a number of international company cases involving IKEA, Wal-Mart, Levis, Zara and SSL among others. These show the key factors working in action within such markedly different sectors as fashion, food and healthcare. Throughout the book key discussion points are highlighted and exemplars considered, giving a hands-on, applied focus.

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