Strategic Retail Management and Brand Management : : Trends, Tactics, and Examples / / Doris Berger-Grabner.
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 tre...
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| Superior document: | Title is part of eBook package: De Gruyter DG Ebook Package English 2021 |
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| VerfasserIn: | |
| Place / Publishing House: | München ;, Wien : : De Gruyter Oldenbourg, , [2021] ©2021 |
| Year of Publication: | 2021 |
| Language: | English |
| Series: | De Gruyter Studium
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| Online Access: | |
| Physical Description: | 1 online resource (IX, 447 p.) |
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Table of 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