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Retail Marketing in the Modern Age

Retail Marketing in the Modern Age

First Edition
  • Prashant Chaudhary - Faculty, Sinhgad Institute of Management & Computer Application (affiliated to University of Pune), Pune
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Other Titles in:
Business & Management | Marketing

August 2016 | 456 pages | SAGE Texts

What differentiates one brand from the others in the retail industry? What does brand experience and promise mean, and what does it take to build store patronage loyalty? 

Retail Marketing in the Modern Age delves deep into contemporary retail marketing concepts and strategies that are instrumental in creating and building successful retail brands across the globe.

Drawing from his professional experience in retail industry, the author discusses the factors influencing the patronage behavior of customers in a lucid and accessible language. It essentially focuses on the traditional and extended retail marketing mix elements in the context of modern retailing. By virtue of this approach, the book fills the existing content and literature gap and at the same time captures the essence of new-age retail marketing.

Key Features

• Up-to-date coverage of new formats of retailing such as omni-channel retailing

• Focus on social media marketing and social media analytics, which are now crucial in designing digital marketing and public relations strategies and tactics

• Practical orientation with multiple examples, cases, and exercises requiring critical understanding of concepts

Fundamentals of Retailing
Retail Formats and Classification of Retailers
Business Environment for E-Retailing
Positioning and Promotion: Pragmatism with Romanticism
Merchandise Management and Private Label Brands
Retail Pricing: Strategies and Techniques
Managing People: HRM in Retailing
Physical Environment and Pervasive Creativity: Bringing the Retail Store Alive
Location Strategy
The Pyramid of Performance
Patronage Loyalty and Customer Relationship Management
Public Relations and Strategic CSR
Store Management
Mall Management


Prashant Chaudhary

Prashant Chaudhary is currently working with Sinhgad Institute of Management & Computer Application (SIMCA), Pune as Assistant Professor, imparting quality education in the field of business and management. Prior to this stint, he has worked with several MNCs at different positions and capacities. The companies are Vedanta Group’s Sterlite Copper (I) Ltd, Kansai Nerolac Paints Ltd, Dubai-based Landmark Group’s Lifestyle International Pvt. Ltd, and Häfele India Pvt. Ltd. He comes with a good experience in retail industry through his work experience with one of the leading department store chain, Lifestyle International. Lifestyle... More About Author

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ISBN: 9789351508694