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Strategic Retail Management and Brand Management : Trends, Tactics, and Examples / Doris Berger-Grabner.

By: Material type: TextTextSeries: De Gruyter StudiumPublisher: München ; Wien : De Gruyter Oldenbourg, [2021]Copyright date: ©2021Description: 1 online resource (IX, 447 p.)Content type:
Media type:
Carrier type:
ISBN:
  • 9783110543834
  • 9783110543957
  • 9783110543827
Subject(s): Other classification:
  • online - DeGruyter
Online resources: Available additional physical forms:
  • Issued also in print.
Contents:
Frontmatter -- Preface -- Contents -- Part One: Strategic retail management -- An overview of strategic retail management -- 1 Strategic retail management -- 2 Marketing mix in retailing -- 3 E-commerce, E-tailing, and digitalization -- Part Two: Brand management -- An overview of Brand Management -- 4 Strategic brand management -- 5 Branding decisions -- 6 Brand communication -- 7 Branding and digitalization -- List of References -- List of Figures -- List of Tables -- Index
Summary: 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.
Holdings
Item type Current library Call number URL Status Notes Barcode
eBook eBook Biblioteca "Angelicum" Pont. Univ. S.Tommaso d'Aquino Nuvola online online - DeGruyter (Browse shelf(Opens below)) Online access Not for loan (Accesso limitato) Accesso per gli utenti autorizzati / Access for authorized users (dgr)9783110543827

Frontmatter -- Preface -- Contents -- Part One: Strategic retail management -- An overview of strategic retail management -- 1 Strategic retail management -- 2 Marketing mix in retailing -- 3 E-commerce, E-tailing, and digitalization -- Part Two: Brand management -- An overview of Brand Management -- 4 Strategic brand management -- 5 Branding decisions -- 6 Brand communication -- 7 Branding and digitalization -- List of References -- List of Figures -- List of Tables -- Index

restricted access online access with authorization star

http://purl.org/coar/access_right/c_16ec

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.

Issued also in print.

Mode of access: Internet via World Wide Web.

In English.

Description based on online resource; title from PDF title page (publisher's Web site, viewed 01. Dez 2022)

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