Retail Marketing: Managing for Fast-Changing Consumer Demands, Technology, and Trends
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Our unique textbook is designed to revolutionize learning in the post-pandemic world by presenting retail marketing concepts in an easily digestible and concise format. We aim to simplify comprehension and create an engaging and enjoyable learning journey for our readers.
Each chapter focuses on four essential topics, delivering focused and meaningful insights to students. This streamlined content allows instructors to plan their lessons effectively while prioritizing student engagement. Furthermore, each chapter is accompanied by a comprehensive instructor's manual, expertly written to provide a roadmap for dynamic and captivating classes.
For instructors familiar with other retail marketing textbooks, our chapter outlines will be familiar and easily integrated with Kendall-Hunt Publishing's online module.
- The course begins with foundational definitions related to retailing, exploring its impact on economies and the role of technology. Subsequent chapters delve into the fundamentals of the retail industry, covering various types of retailers, retail marketing strategies, and consumer behavior when purchasing retail goods and services.
- We then shift the focus to aspects of retail marketing that students may not have considered from their own customer perspective, addressing the "nuts and bolts" of the field. This includes promoting and managing retail brands, site selection and design, and pricing strategies.
- The course takes a deeper dive into retail communication, merchandising techniques to attract consumers' attention, and the use of retail marketing analytics to evaluate effectiveness. We also examine the evolving landscape of retail channels, especially in light of recent global changes and the influence of M-commerce and E-commerce.
- The final chapters explore emerging considerations in the 21st century, such as legal, ethical, and sustainability issues in retail. We also delve into international retail marketing and the challenges and opportunities presented by emerging markets.
By the end of the course, our aim is for students to not only gain knowledge of retailing and marketing but also understand the integral role of technology in streamlining processes and creating value for customers. We highlight the positive and negative impacts of retail experiences on customers and encourage students to reflect on their own biases and appreciate cultural diversity.
To ensure constant engagement, we have integrated weekly quizzes into our online module. Additionally, each chapter offers a wealth of additional learning resources, including YouTube videos, articles, and quizzes, to enhance the relevance of the material and maintain student interest.
We hope that this course inspires self-reflection and encourages students to become catalysts for change by providing goods and services to retail customers in an equitable, sustainable, and respectful manner!
Chapter 1 Introduction to retail marketing
Chapter 2 Types of retailers
Chapter 3 Retail marketing strategy
Chapter 4 Customer buying behavior
Chapter 5 Retail brand management
Chapter 6 Site selection, design, and layout
Chapter 7 Retail pricing
Chapter 8 Retail communication
Chapter 9 Merchandising
Chapter 10 Retail marketing analytics
Chapter 11 Retail channels
Chapter 12 M-Commerce and e-commerce
Chapter 13 Legal, ethical and sustainability issues in retail
Chapter 14 International retail marketing and emerging markets
Dr. Dexter Purnell is a faculty member in the G. Brint Ryan College of Business at the University of North Texas. The 2x Billboard #1 recording engineer/producer is also an entrepreneur with significant experience in the entertainment industry. He has worked with recording artists and record labels such as Sony, Disturbing Tha Peace Records, Def Jam Records, Jaquees, Chrisette Michele, Raheem DeVaughn, David Banner, Rudy Currence, Christina Bell, Slim of 112, Nate Walka, Field Mob, O-Town, Loverboy, Jean Rodriguez, Captain Hollywood, and many others. Dr. Purnell has also managed to add some very impressive corporate clientele such as Footprint Features (When We First Met, Shimmer Lake, Family Weekend), Walt Disney Entertainment, NBA, ESPN, Jansport, Gearhead Pictures/Dan Myrick (Blair Witch Project, The Strand) and Hard Rock Academy to his ever-growing résumé.
He holds a doctoral degree in business administration from Wilmington University, a master’s degree in marketing from the University of Alabama, a master’s degree in entrepreneurship from Peru State College and extensive experience teaching both face-to-face and online courses. He has held faculty positions at West Georgia Technical College, MacMurray College and Elizabeth City State University. Dr. Purnell enjoys conducting academic research on various topics in the areas of entrepreneurship, entertainment marketing strategy and consumer behavior.
Dr. Kimberly V. Legocki, DBA, is no stranger to the world of business. She's seen it all in her 20 years working for companies including Piper Aircraft, Regal-Beloit, ATP Software, and JohnsonDiversey (part of the SC Johnson family). While at JohnsonDiversey, she collaborated with product managers to create some truly novel marketing efforts aimed at retail powerhouses such as Walmart, Target, and Hy-Vee, as well as upscale hotel brands such as Marriott and Hilton.
Kimberly's study focuses on the sticky issues that might harm a brand's reputation, such as boycotts, consumer activism, brand mistakes, and the murky world of digital vigilantism. Her research findings have appeared in reputable publications such as the Journal of Public Policy and Marketing, the Journal of Consumer Marketing, the Journal of Marketing Management, and the CASE Journal.
When she's not delving into complex business issues, Kimberly loves the thrill of finding a real bargain. She has a passion for vintage fashion and spends her time looking for one-of-a-kind pieces at retailers like Buffalo Exchange and Crossroads, as well as online at PoshMark, etsy, and the Real Real.