Retail Marketing and Branding A Contemporary Approach

Retail Marketing and Branding contains a thorough overview of both the theory and practice of the marketing and branding techniques used in contemporary retail management. The book provides detailed coverage of the latest advances in the field, discussing the impact that technological advances have had on retailing operations, retail branding and consumer buying behaviour. Including a wealth of case-studies and real-world examples, Retail Marketing and Brandingintroduces readers to the core literature, theories, models and practices to show where retail marketing sits within the wider context of retail management. In addition, Retail Marketing and Brandingexplores some of the most fascinating aspects of the field, including fashion retailing, food and grocery retailing, and the recent burgeoning of pop-up retail chains. Containing contributions from a range of industry experts and supported by a comprehensive set of downloadable student and lecturer resources, this text is your definitive guide to every aspect of retail marketing and branding.

S. Hasan Gilani is Senior Lecturer at the University of Brighton, where he teaches in marketing management, customer relationship management, retail management, brand management and global business policy. He has extensive corporate experience in managerial posts in many FMCG and retail organisations. As a practitioner, he has worked in the areas of corporate marketing, retail management and consumer retail with international brands like Motorola, Pepsi Cola, Marks and Spencer, National Grid, OCR and Debenhams. Hasan has also worked as a consultant at many international developmental projects in the NGO sector.

Includes coverage of the most fascinating recent developments in retail marketing, including the impact of new digital channels, pop-up retail, and more