博客來A leading Professor of Retail Marketing presents 5 new frames through which students and practitioners can understand and approach the evolving environment of retailing today: Entrepreneurial mindset, Excitement, Education, Experience, and Engagement.
Due to the influence of online shopping, social media, retailing analytics, and the growth of mobile shopping, the retail business environment has had to evolve dramatically in recent years.
Dhruv Grewal believes that this change in the retail market means the marketing mix, or 4Ps definition – place, price, product, and promotion, must be transformed. In its place, Grewal introduces the 5Es retail Management framework. A new perspective for retailers to follow in order to be innovative and to ensure ongoing success.
The book provides insights and ideas from retailers across the world to reinforce this new perspective, and offers direct examples of best practice from leading retailers such as Amazon, Victoria’s Secret, Kroger, Tesco, Zara and Groupon, amongst others.
Online resources include PowerPoint Slides, Video links and Testbank
Suitable reading for students of retail marketing.
