Table of contents

  1. Front Matter
    Pages i-xiv
  2. David Walters, David White
    Pages 1-26
  3. David Walters, David White
    Pages 59-74
  4. David Walters, David White
    Pages 75-100
  5. David Walters, David White
    Pages 101-118
  6. David Walters, David White
    Pages 119-138
  7. David Walters, David White
    Pages 139-176
  8. David Walters, David White
    Pages 177-196
  9. David Walters, David White
    Pages 197-215
  10. David Walters, David White
    Pages 217-232
  11. David Walters, David White
    Pages 233-248
  12. David Walters, David White
    Pages 249-266
  13. Back Matter
    Pages 267-276

About this book

Introduction

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 Society

Keywords

Advertising management market research market segmentation marketing marketing management planning pricing retailing strategic planning strategy

Authors and affiliations

  • David Walters
    • 1
    • 2
  • David White
    • 1
  1. 1.Templeton CollegeOxfordUK
  2. 2.Oxford Institute of Retail ManagementUK

Bibliographic information

Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Consumer Packaged Goods