Strategic retail management and brand management [electronic resource] : trends, tactics, and examples / Doris Berger-Grabner.
- 作者： Berger-Grabner, Doris.
- 其他題名：
- De Gruyter studium.
- 出版： Berlin : De Gruyter Oldenbourg c2021.
- 叢書名： De Gruyter studium
- 主題： Retail trade--Management. , Product management. , Brand name products--Management. , Strategic planning.
- 版本：1st ed.
- ISBN： 9783110543827 (PDF) 、 9783110543957 (EPUB)
- URL：
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- 一般註：Includes bibliographical referenes and index. 111年度臺灣學術電子書暨資料庫聯盟採購
- 語文註：In English.
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讀者標籤：
- 系統號： 000296630 | 機讀編目格式
館藏資訊
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.
摘要註
The retail industry and associated business models have gone through a significant phase of disruption. The rapid emergence of new technologies, digital business models and the evolution of social media platforms as a new sales channel continue to influence the sector. Key contextual or external trends will affect and shape the retail landscape in the years to come. Therefore, it seems important to prepare for this situation and be ready with a head start in terms of knowledge. This textbook provides its readers basic knowledge about the national and international retail sector and gives important insights into trends and developments. It deals with key trends, in particular new patterns of personal consumption, evolving geopolitical dynamics, technological advancements and structural industry shifts. Moreover, it explains why it is so important that retailers use these trends, adapt their retail strategies and tactics, create strong brands and come up with innovative, new ways of doing business. Today we are living in a challenging time for retail. This textbook tries to give insights and explanations to better understand these challenges and provide managerial implications.