Fundamentals of Retailing and Shopper Marketing

‘The main part of intellectual education is not theacquisition of facts but learning how to make facts live.’Oliver Wendell Holmes Become a specialist in shopper marketingFundamentals of Retailing and Shopper Marketing is an ideal companion text whether you are in marketing, in manufacturing, work for an advertising agency or if you work in retail.  The book focuses on the sharp end of the retail industry and, through real-world examples, shows students and practitioners best retail practice. The text includes models, illustrations and photographs. It is practical, visual and easy to read and teaches you how to transfer your know-how to your own brand, marketing strategy, student assignment or retail environment. Become an informed manufacturerRetailers know a lot more about their branches and their shopping environments than do manufacturers, but it is important that manufacturers also take time to understand the environment in which most of their goods are sold. This book will help do just that.  A manufacturer is not entitled to tell a shopkeeper what to do – it is the other way around – but a real ‘trader’ is always interested in improving his or her business and listening to good advice. Retailers and suppliers are in the same boat – it’s just hard to see that sometimes. Improve your results – move productFundamentals of Retailing and Shopper Marketing will help you become a specialist in shopper marketing. The book is an excellent guide to improved results through higher sales and brand loyalty.