Umfang:
1 Online-Ressource (IX, 447 Seiten)
ISBN:
9783110543827
,
9783110543957
Serie:
De Gruyter Studium
Inhalt:
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, this book builds on e-tailing and digitalization. Moreover, trends and developments in consumer behavior and consumers’ purchase decisions, especially in the fast moving consumer goods market, are explained. Furthermore, this book builds on the major topic strategic brand management and branding decisions in general and in particular within the retail landscape.
Weitere Ausg.:
ISBN 9783110543834
Weitere Ausg.:
Erscheint auch als Druckausgabe Berger-Grabner, Doris Strategic retail management and brand management Berlin : De Gruyter Oldenbourg, 2021 ISBN 9783110543834
Sprache:
Englisch
Fachgebiete:
Wirtschaftswissenschaften
Schlagwort(e):
Einzelhandel
;
Markenpolitik
;
Lehrbuch
DOI:
10.1515/9783110543827
Mehr zum Autor:
Berger-Grabner, Doris
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