Retailing is one of the world's largest industries, yet few books cover the core knowledge needed for students studying the topic or people working in the industry. This rigorous retail marketing guide blends theory with real-world applications, helping students uncover the secrets behind successful retailing, as well as the psychology motivating customers to behave the way they do. This thoroughly revised edition is structured into four parts, covering the fundamentals of retailing, consumer perception and decision-making, store atmospherics and layouts, and digitalisation. Learning outcomes, case studies, key takeaways, study questions and exercises are included in each chapter, making it an ideal resource for Retail Marketing and Retail Management courses. Teaching PowerPoint slides and sample course syllabi are available as supplementary materials to support instructors.
Muu info
A graduate textbook combining theory and practice to demonstrate the relationship between in-store environments and consumer behaviour.
Preface; Part I. Foundations of Shopper Marketing:
1. How shoppers make
in-store decisions;
2. The new in-store decision-making model consequences
for shopping behaviours; Part II. Assortment Strategies:
3. A selling
assortment;
4. Communicating with the help of displays;
5. A tempting
assortment;
6. Category management; Part III. In-Store Atmospherics:
7.
In-store atmospherics;
8. Visible store atmospherics I: store layout;
9.
Visible store atmospherics II: colours and signage;
10. Audible in-store
atmospherics;
11. Smells, touch, and social factors;
12. Price signals and
price perception;
13. Promoting and communicating prices: Part IV. Shopper
Marketing in a Digital Era:
14. Omnichannel customer journeys;
15. In-store
digitalisation; References; Index.
Jens Nordfält is Professor in Retailing at the University of Bath. He has published work in Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, and Journal of Retailing. His research focuses on traditional retailing and retail digitalisation. He has received prizes as entrepreneur of the year and influencer of the year for his efforts to bridge the gap between academia and the retail industry. Carl-Philip Ahlbom is Assistant Professor of Marketing at the Dr. Persis E. Rockwood School of Marketing, College of Business, Florida State University. He collaborates with retailers worldwide, and previously he led the MSc in Strategic Retailing programme at the University of Bath. His research on shopping behaviour and retail technology, which explores how shops can enhance customer experience through innovative design and technology, has been published in numerous journals. He serves as Associate Editor for Journal of Business Research and on editorial boards of leading academic retail journals.
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