Edward Elgar Publishing ebook Retail and Channel Marketing 2E

Now in its second edition, this updated text explores the contemporary trends in retail and channel marketing. Disentangling the complexity of channel marketing issues, it offers a systematic overview of the key concepts and intricacies of the subject and provides a holistic approach to retail and channel marketing.
 
Key features of the second edition include:

• Coverage of both the core tenets and the latest research frontiers in the field
• A new chapter detailing the history of retailing and its importance to modern economies 
• Updated case examples based on real-world scenarios to reinforce understanding of complex topics
• Exploration of key concerns of commercial sector analysis and retail marketing through the lenses of the manufacturer, the retailer and the customer.