Retail Marketing Management
- ISBN-10
- 0333428153
- ISBN-13
- 9780333428153
- Series
- Retail Marketing Management
- Category
- Administración de mercadeo
- Pages
- 276
- Language
- English
- Published
- 1987
- Authors
- David Walters, David White
Description
Introducing a concept of retail marketing which differs from the traditional manufacturers' view, this book discusses major functions, relating them to one another and to the longer-term strategic planning issues facing retailers. '... in the light of the importance of the retailing sector, David Walters and David White are to be commended on producing a text that lucidly describes the way retailers can adapt the marketing mix to their advantage.' Journal of the Market Research Societ y
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